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Forbes

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Aug 18, 2020
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Ten years in and Athletic Propulsion Labs (APL) enjoys the footwear category it helped create and then define: luxury performance. Created by brothers Adam and Ryan Goldston, APL has evolved well beyond its original model, a performance basketball shoe banned by the NBA for its leaping enhancements, and has introduced its first low-top trainer, the TechLoom Tracer.

Now nearly a dozen offerings deep, APL still has basketball sneakers in its lineup, but has evolved to become known for running and training shoes, all designed with technologies fresh to the brand and featuring clean aesthetics that puts the focus on materials and design and not on branding. The TechLoom Tracer expands both of those focuses, broadening the use of APL’s TechLoom upper material while featuring a new style for the ever-evolving brand.

“Luxury performance was part of the plan from the start, but we had to grow into it,” says Adam Goldston. “For every single product we put out, we wanted to make sure we were always sitting at the top of the market. The goal was to always exist across different pillars of athletics and sport and luxury. It took time and there is no way to fast track that. We solidify before we diversify.”

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