Starting from their college dorm room, Athletic Propulsion Labs co-founders Adam and Ryan Goldston took four years to develop what would become their brand’s buzzy, patented Load ‘N’ Launch Propelium sole technology that claims to give wearers of A.P.L. performance trainers an increased vertical leap.
Indeed, the proprietary technology was a game-changer — NBA athletes took notice, and so did the organization’s regulators.
Speaking to Footwear News at Jessica Alba’s JA x DL1961 denim line launch at Revolve Social Club in Los Angeles last week, the 29-year-old brothers recalled how the attention catapulted them to great success.
“At 25, Adam and I were selling men’s basketball shoes that got banned by the NBA, and we were planning our launch into retail with our men’s and women’s lines,” Ryan shared.
The next year, A.P.L. introduced luxe treatments for its performance sneakers, including metallic, mélange knits and quilted leathers.
“One of the things we learned is the amount of patience it takes, to strike while the iron is hot, and to make sure you have a calculated approach so you’re able to maximize when you do have success,” Ryan added.
For Adam, learning how to foster relationships is bit of wisdom he cherishes. “One thing I wish I would’ve known at 25, which I don’t think has really changed, is that going to someone in person in their comfort zone gives you the advantage,” Adam explained. “Actually go places. Don’t write an email. Pick up the phone — actually go in person. That makes the world of difference.”
A.P.L. is a favorite of the Kardashians, and the brand continues to gain new retail partners, such as Barney’s New York and Lane Crawford.