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If the shoe fits…Atoms Secure Atoms.com
By Arnaud PETIT access_time 3 min read

Whether you’ve read the incredible story of Atom’s founders on Humans of New York, seen a pair on some celebrity or have some yourselves, there is no way you have not heard of Atoms by now.

Atoms launched on the US market in mid 2018. Founded by husband and wife Waqas Ali and Sidra Qasim, the company originally started in Pakistan, where the couple worked with local craftsmen to create a really unique concept of a shoe. The inspiration was to solve a problem many experience – people keep wearing shoes that don’t fit them perfectly. Atoms started selling invite-only on their website, and built a waitlist of over 40,000 people before publicly launching on June 03, 2019.

Sidra shares the idea behind the brand name in the HONY interview.


We researched the highest quality materials, and we put all of our findings into a document called ‘Ideal, Everyday Shoe.’ Then we gave all our notes to a talented designer. Together we built a prototype, and we called them ‘Atoms,’ because we’d gone to the atomic level in search of quality. And to be honest we wanted a five-letter name like ‘Apple.’

Sidra Qasim, Atoms co-founder

Initially the brand launched on the domain name wearatoms.com. The exact brand match atoms.com shows as registered to Adobe up until mid 2019 – a dictionary .com name with a positive meaning, belonging to a huge corporation surely seems out of reach for a small startup. But if there is something Atoms team has proven it can do it is that – not stop at any obstacles.


And the beginning of the pandemic was a dark time for us. Our money was nearly gone, and our investors would not commit another penny. That’s when I made the decision to produce a collection of masks. Everyone advised me against it.

Sidra Qasim, Atoms co-founder

Guess what? Yep, they did it. That is an Atoms mask on Colin Kaepernick’s face.

So you didn’t think the team that didn’t stop at an impossible love story, crazy business idea and a pandemic, would stop at a domain name, right? They sure didn’t. Today you can find Atoms on Atoms.com. In typically Atoms’ fashion they didn’t brag about the upgrade – you won’t see it anywhere. The name just quietly took its rightful place, securing the brand’s spot on the internet and fitting perfectly in their now global image. As the saying goes « If the shoe fits, wear it », right?


How does your brand name match your company vision? What new horizons can a better name open? Get in touch if you feel your brand deserves a better name, we are always happy to help.

Atoms domain name upgrade