Where Innovation Meets Impact: APL’s Game-Changing Footwear
Origins and Founding
Athletic Propulsion Labs (APL) was founded in 2009 by twin brothers Adam and Ryan Goldston in Los Angeles. Their mission: to fuse performance technology with fashion-forward design. The brand gained instant attention when its original Concept 1 basketball shoe—featuring Load ‘N Launch™ technology—was banned by the NBA for providing an unfair performance advantage. That headline-making moment set the tone for APL’s brand identity: elite performance gear that didn’t look like anything else on the court (or street).
Ownership and Leadership
APL remains independently owned and operated by the Goldston brothers. Their hands-on leadership has kept the brand agile and innovative, allowing for constant development of proprietary technologies and design-led releases. APL is a DTC-first company but has strategic retail partners including Net-a-Porter and Saks Fifth Avenue.
Aesthetic and Design Language
APL bridges the gap between athletic performance and modern luxury. The brand’s sneakers are known for their sculpted silhouettes, seamless knit uppers, and tonal, monochrome palettes. Each model is engineered to perform—whether it’s running, training, or travel—while maintaining a clean, fashion-forward design sensibility. From gym floors to fashion editorials, APL sneakers have become a go-to for athletes, celebrities, and creatives alike.
Notable Pieces
- TechLoom Pro – The original APL running shoe, known for its lightweight construction and seamless upper.
- TechLoom Bliss – A slip-on style with elastic cross-band detailing, designed for travel and day-to-day wear.
- TechLoom Wave – A versatile trainer with sculptural midsole and ribbed knit upper, perfect for both workouts and errands.
- Streamline – Their most advanced running shoe to date, with performance-enhancing midsole design and aggressive heel sculpting.
- Ascend – A cross-training sneaker with extra lateral support and aesthetic details like color-blocking and metallic hardware.
Famous Fans
- Gigi Hadid
- Kendall Jenner
- Dwyane Wade
- Oprah Winfrey (featured APL on her “Favorite Things” list)
- Jessica Alba
The Future
APL continues to invest in performance materials and luxury design innovation. The brand has teased future expansions into apparel, and its new footwear tech (like carbon-infused midsoles and eco-engineered foam) signals a deeper focus on both speed and sustainability. Expect upcoming collabs with fashion houses and tech brands, reinforcing APL’s status as the fashion lover’s performance sneaker.
