Amanda Knapp
Athletic Propulsion Labs (APL) is a sneaker brand that was founded in 2009 by identical twins Adam and Ryan Goldston. The brand gained recognition when their Concept 1 basketball shoe was banned by the NBA for providing an undue competitive advantage to the wearer. APL's basketball shoes are known for their innovative technologies and performance-enhancing features, and have become a favourite among celebrities and athletes alike. With prices ranging from $160 to $450, APL's shoes are considered luxury products.
| Characteristics | Values |
|---|---|
| Brand | Athletic Propulsion Labs (APL) |
| Founders | Identical twins Adam and Ryan Goldston |
| Year founded | 2009 |
| Original concept | Concept 1 sneakers |
| Current concept | Concept X basketball shoes |
| Price range | $160 to $450 |
| Average price | $300 |
| Number of colour variations | 20 |
| Price of Concept X basketball shoes | $400 |
| Number of shades available | 8 |
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What You'll Learn
APL shoes are priced between $160 and $450
Athletic Propulsion Labs, or APL, is a sneaker brand that was founded in 2009 by identical twins Adam and Ryan Goldston. The twins were former basketball players and wanted to create high-performance athletic footwear with innovative designs and luxurious materials. The APL Concept 1 basketball shoe was the first sneaker to be banned by the NBA for "providing an undue competitive advantage" to the player.
APL has attracted a star-studded following, including celebrities like Oprah, and the brand has been stocked in popular luxury stores and retailers worldwide, such as Bergdorf Goodman, Net-A-Porter, Barneys New York, Bloomingdales, and Saks Fifth Avenue, among others.
The high price point of APL shoes reflects their status as luxury products. The brand's innovative technologies, performance-enhancing features, and fashionable designs have contributed to their success and attracted a wide range of consumers, from professional athletes to fashion-conscious individuals.
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The Concept X shoe is the priciest design at $400
Athletic Propulsion Labs (APL) was founded in 2009 by identical twins Adam and Ryan Goldston, who were fresh out of college and keen basketball and football players. The brothers aimed to create high-performance athletic footwear with innovative yet fashionable designs and luxurious materials. Their first product, the Concept 1 basketball shoe, was banned by the NBA for providing an "undue competitive advantage" to the wearer. Since then, APL has expanded its range to include sneakers for running, gym training, and more, all equipped with innovative, performance-enhancing technologies.
APL shoes are undoubtedly luxury products, with prices ranging from $160 to $450. The Concept X shoe is the priciest design at $400, and it is available in eight solid shades. The main difference between this shoe and other basketball sneakers is the placement of the support. The Concept X shoe comes in a variety of colour combinations, including Energy/Silver/White, White/Black, Energy/GITD, Black/Cement/White, Coastal Blue/Navy/Laser Red, and Laser Red/Navy/White.
The Concept X shoe's high price tag is reflective of the brand's luxury positioning. APL shoes have been stocked in some of the most popular luxury stores and retailers worldwide, such as Bergdorf Goodman, Net-A-Porter, Barneys New York, Bloomingdales, Saks Fifth Avenue, Selfridges, and Le Bon Marché. The brand has also attracted a star-studded following, including celebrities like Oprah.
The Concept X shoe's price of $400 is at the higher end of the spectrum for APL shoes, with an average price for most styles being around $300. However, with APL's innovative technologies, performance-enhancing features, and luxury positioning, the Concept X shoe's price point is positioned as a premium offering in the market.
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The shoes are known for their innovative technologies
Athletic Propulsion Labs' basketball shoes are known for their innovative Load 'N Launch technology, which is designed to increase the vertical leap of the wearer. The Load 'N Launch device is embedded under the forefoot in the midsole and is unnoticeable to the wearer. The technology features a unique device that acts as a "launch pad" inside a cavity at the front of the shoe. This device compresses and then releases as the wearer exerts force on the front of the foot, providing an extra boost during jumps.
The Load 'N Launch system also incorporates an integrated response curve that activates as soon as the athlete begins the jumping process. In addition, the shoes utilize extremely high-rebound EVA in the midsole and insole, maximizing cushioning, comfort, and energy return during the jumping or liftoff phase. This combination of the Load 'N Launch device and high-rebound EVA midsole provides an optimal energy return system, enhancing the wearer's performance.
APL's basketball shoes have undergone rigorous testing to validate their technology. Wear testers reported noticeable increases in their vertical leaps of up to 3.5 inches, feeling lighter on their feet and more explosive over extended periods. These results were further verified through independent testing at a leading West Coast University, utilizing Kistler force plates and the Vertec device—the same equipment used by the NBA and NFL combines to measure vertical leap officially.
In addition to their Load 'N Launch technology, APL has also introduced the Concept X shoe, which incorporates Carbon 10, an updated version of their spring-based technology. This new technology propels athletes higher and was even banned by the NBA. APL's running shoes also showcase innovative designs, such as the AeroLux upper, which provides superior cushioning, rebound, and energy return, and the TechLoom Phantom, known for its comfortable, sock-like fit.
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The brand was founded in 2009 by twins Adam and Ryan Goldston
Athletic Propulsion Labs, or APL, is a leading luxury performance footwear company. The brand was founded in 2009 by identical twins Adam and Ryan Goldston, who were just 22 at the time. APL combines the "grit of athleticism with the refinement of luxury", appealing to both athletes and style-seekers. The brand's basketball shoes, in particular, have been designed to enhance performance and are known for their Load N' Launch technology, which boosts the wearer's vertical leap. The Concept 1 shoe was so powerful that it was banned by the NBA for giving players a "competitive advantage".
The Goldston twins' passion for sports and desire to push themselves physically inspired them to create APL. As former college basketball players at USC, they understood the demands of the sport and the need for footwear that could enhance performance. They also recognised the importance of style, creating shoes that are sleek and high-fashion. APL's unique blend of cutting-edge technology and premium materials has forged partnerships with industry leaders like American Airlines, F45, and the Williams Racing Team, helping to elevate the brand's global influence.
The brand's journey to success began with the introduction of the Concept 1 basketball shoe, which showcased their Load N' Launch technology. The shoe's ability to boost jumping height caught the attention of the NBA, which banned it for providing players with an "undue competitive advantage". This incident brought APL immense credibility, especially in the world of basketball, and helped establish their reputation for creating high-performance shoes.
The Goldston brothers also draw inspiration from their travels, incorporating innovative engineering and design into their shoes. For example, the Streamline midsole was inspired by Japanese soufflé pancakes they ate during a trip to Tokyo. The pancakes' thick, soft, and fluffy texture led them to create a thicker yet lightweight sole. This dedication to understated yet fabulous design is reflected in APL's retail locations, including their flagship boutique in Los Angeles, which has been likened to a chic art gallery.
APL's best-selling product is currently the Zipline shoe, retailing for $320 a pair. The brand has a strong presence among women, who make up 65% of its business, which the brothers attribute to increased social media engagement. APL's commitment to creating technically advanced and stylish shoes has earned them a spot on the Forbes 30 Under 30 list and recognition from the White House.
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APL shoes are sold at popular luxury retailers worldwide
APL, or Athletic Propulsion Labs, is a brand of athletic footwear and accessories. The brand offers a range of running, training, and basketball shoes for men and women. APL shoes are sold at select luxury retailers worldwide and online.
For international customers, APL shoes are available at Lane Crawford in Hong Kong, ASport in Taiwan, Harvey Nichols in the UK, Level Shoe District in Dubai, Al Sirhan in Kuwait and Qatar, and 911 in Israel. The brand is also available online at Net-A-Porter.com.
APL basketball shoes for men are available in various styles and colour combinations, such as the SUPERFUTURE in red, black, and white, or Impulse Red with Metallic Silver, retailing for $325. The Concept X in Energy/Silver/White or White/Black is priced at $450.
The APL website offers free shipping and returns within the US and the option to pay in interest-free instalments. The brand also has a text alert subscription service, which offers customers a 10% discount on their purchases.
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Frequently asked questions
The price of APL basketball shoes varies depending on the style. The Concept X design is the most expensive shoe in the collection, retailing for $400, while the APL Superfuture design is priced at $325. Other APL sneakers can be purchased for $220.
APL basketball shoes are available for purchase on the APL website, as well as from various luxury retailers worldwide, including Bergdorf Goodman, Net-A-Porter, Barneys New York, Bloomingdales, Saks Fifth Avenue, Selfridges, and Le Bon Marché.
APL basketball shoes are luxury products that offer innovative technologies and performance-enhancing features. The shoes are known for providing an "undue competitive advantage" due to their ability to boost the wearer's vertical leap. While they are priced higher than average, the shoes deliver high performance and style, making them a popular choice among celebrities and athletes.
APL shoes generally range in price from $160 to $400, with an average price point of around $300.
APL shoes tend to run small, and many customers recommend sizing up, especially for styles that are known to be relatively narrow and tight.
