It’s much to early to say move over Nike and Adidas, but a new athletic performance shoe company which is based in Los Angeles, Athletic Propulsion Labs, also known as APL, is aiming for the top and focusing on the urban community in the Southland.
Founded in 2009 and the brainchild of twin brothers, Adam and Ryan Goldston, who are former basketball and football players from the USC, the company is dedicated to providing exclusive high-performance athletic footwear and apparel products utilizing a combination of breakthrough technology and advanced materials in an innovative product design.
When we spoke with the founders, the Goldston brothers explained, that along with many athletes and weekend warriors, they consistently pursued a higher level of athletic achievement and endurance. Increasing their vertical leap became the ultimate challenge and inspiration for their patented Load ‘N Launch technology, which is personified by the company’s brand platform, STOP DREAMING. JUMP HIGHER.
This week they debuted a blazing new molten/metallic silver colorway with two-color reflective laces for the latest basketball shoe in the APL Concept 3 line. It features a bright orange synthetic and microfiber mesh upper with a tonal antimicrobial lining to reduce moisture.Underneath is a white midsole housing APL’s proprietary Load ‘N Launch technology, which promises to help players reach new heights by instantly increasing your vertical leap.
If you’re wondering how it works, the company’s revolutionary patented technology provides maximum rebound effect through a unique device to help propel the athlete upward. The Load ‘N Launch technology is housed in a cavity in front of the ball of the foot that reacts to direct compression applied by the athlete. With a lightweight, sleek design featuring extensive carbon fiber synthetics, the line is distinctive on and off the court. In biomechanical testing at a leading west coast university laboratory, the Athletic Propulsion Labs shoes delivered increases in vertical leap of up to 3.5 inches when compared against a leading competitive brand’s most expensive basketball shoe.
APL’s Concept 1 basketball shoes were introduced on March 24, 2010 and subsequently “Banned By The NBA on October 19, 2010. This marked the first time in the 64-year history of the NBA that a shoe was banned because it provided an “undue competitive advantage”. It ignited a media frenzy and the rest, as they say, is history.
The entire line of APL Concept 1, Concours, Concept 2 and Concept 3 basketball shoes feature the company’s breakthrough Load ‘N Launch patented technology designed to instantly increase the vertical leap of those who play in the basketball shoes.
The company continues to follow up the launch of the basketball product line with additional groundbreaking basketball concepts and an ultra-exclusive Athletic Propulsion Labs running shoe line featuring a similarly innovative running technology which will be released this summer.