Athletic Propulsion Labs
| Company type | Private |
|---|---|
| Industry | Apparel, Footwear |
| Founded | 2009 in Los Angeles, United States |
| Founder | Adam Goldston, Ryan Goldston |
| Headquarters | Los Angeles , United States |
| Products | Sneakers, Performance gear, Clothing |
Athletic Propulsion Labs (APL) is a United States-based apparel brand focusing primarily on sneaker footwear. Their inaugural product, the APL Concept 1, faced prohibition by the National Basketball Association (NBA) due to its provision of an excessive competitive edge.
History
Established in 2009 by twin brothers Adam and Ryan Goldston in Los Angeles, APL originated during their tenure as student-athletes at the University of Southern California. The Concept 1 shoe incorporated eight compression spring mechanisms designed to improve vertical leap performance. Following a prominent two-page advertisement in Slam magazine, interest surged among NBA athletes, agents, and league officials. In 2010, the NBA implemented a ban on the Concept 1 for all official league activities, citing its unfair performance benefits—marking it as the first sneaker banned for such reasons. Nevertheless, numerous players from both the NBA and WNBA continued to purchase the footwear, prompting APL to broaden its offerings into both performance gear and upscale clothing.
APL maintains two primary retail locations: one at The Grove at Farmers Market in Los Angeles, launched in 2019, and a second store in SoHo, Manhattan, which opened in 2023. Additionally, their merchandise is available through retailers such as Nordstrom, Selfridges, Net-A-Porter, Shopbop, Lane Crawford, and Harvey Nichols.
Endorsements and sponsorships
APL has attracted a following among celebrities including Sofia Richie and members of the Kardashian family. The APL Lusso Slides were highlighted by Oprah Winfrey on her 2021 Oprah's Favorite Things list. Notable collaborations feature exclusive sneaker editions with Olympian Nastia Liukin released in both 2021 and 2024. Additionally, John Cena has been observed wearing APL footwear during appearances at WWE events.
In the realm of motorsports, APL serves as the official shoe partner for Red Bull Racing, with Formula One driver Sergio Pérez frequently sporting their sneakers.