In 2017, Birkenstock first worked with Chinese designer Liu Ming for a limited-edition collection and presented it in Shanghai which received widespread feedback in China. Global challenges slowed down the development in the region and Birkenstock focused on growing its online business first.

"Today we look at a different landscape. Not only in the light of the pandemic, consumers have become more conscious about their lifestyle choices. They reflect more on how they want to live, from food choices, sports and activities, to taking more time to unwind, relax, and recharge. This new mindset and awareness naturally resonate with Birkenstock's DNA—our commitment to quality, tradition, and craftsmanship, all tied to our enduring purpose of enabling walking as nature intended," said Klaus Baumann.