There are people who say that today’s fashion brands are creating the same concepts and products. That may be so for some, but it’s far from the case for athletic luxury performance experts Adam and Ryan Goldston. The twin brothers broke new ground in sports and style, and, in the process, revolutionized the entire athletic footwear category with their brand Athletic Propulsion Labs (APL).

“As a fully independent brand, we are committed to our vision, which is tied between who we are and what the brand is,” Ryan explained. “One of the best things is when someone buys the product and you see them out and they have no idea that it is us and our brand. It reminds us of how they have been drawn to what makes the product special and the experience of wearing it.”

Adam added, “The APL brand name is obviously not Adam and Ryan Goldston. But we have been inspired by Ralph Lauren and the world he built for his brand. We understand what inspired Ralph and how he represented himself through his brand. He aligned his values with the brand, and this is how we strived to build APL. We take our incorporated essential values in the branding to push our story forward and create new possibilities in American fashion.”

The impetus to create APL and thereby a new category in athletic style can be traced to the time the co-founders  spent in their dorm room as two college athletes at the University of Southern California.

“For us,” Ryan explained, “athleticism has been a part of who we are, shaping our influence when creating products. Although our sneakers were banned by the NBA, we were pushing to improve athleticism. It was a holistic approach to what sport athletics could be, creating this luxury performance category.”

From the get-go, storytelling was instrumental to executing the brand vision.

“There are various people, sports, and cultural moments in Los Angeles, making it a global cultural hub,” Adam explained. “As natives of L.A., and living in L.A., we opened our first flagships store in The Grove inspired by the City of Angels.

“In L.A.,” he continued, “October 12th is APL day, recognized and named by the mayor. When speaking about the cultural aspect of our brand, L.A. is at core. Yet we now know that our aesthetic can live across the world.”

The Goldstons’ connections with their community have made a tremendous impact on their customer’s brand loyalty, retention, and advocacy.

“When we started APL, Instagram and TikTok did not even exist,” Adam noted. “We were self-funded with immensely limited resources. We built our brand through word of mouth. For the first 10 years, we did not spend a dollar on paid acquisition of customers. We thought about who is closest to our brand, who will understand our mission, and how we can build our visions. Over time we slowly gained momentum. It did not stop.”

The process also relied on people who supported the vision, loved the product, and about it to people in their networks. The 2014 launch of the men’s and women’s running sneaker was a gamechanger.

“Our deeper connections with people gave us a long lasting compounding effect,” Adam noted. “We listen to our customers for feedback. I believe that is part of the reason why we have such a high return customer rate at over 50 percent. We built it all organically over the last 15 years.’

Last November, the brothers expanded into the New York City retail scene with a groundbreaking SoHo store at 75 Prince Street, a raw box they completely reimagined and brought to life with AGP Architects.

“When you are an entrepreneur, designer, or creative, there is uncertainty when stepping into something new without seeing the other side,” Ryan said. “The SoHo location is a peaceful place by design. The appreciation for the materiality, the products in the space, the feelings and emotions have filled the space. If you step into the store, you can feel as if you are in the past, the present, and the future from a design material standpoint.”

Signature products continue to play a key role in APL’s success. “The sneaker we default the most is the TechLoom Zipline inspired by a trip that Ryan and I took to Dubai, where we went ziplining over the city,” Adam said. “The midsole was motivated by our Tokyo trip, where we walked 14.3 miles one day to get these Japanese soufflé pancakes. The midsole sneakers are inspired by these pancakes and their the movement and soft cushion-like texture.”

When it comes to advice for budding entrepreneurs, both suggested staying aligned in their passions and ambitions to reach their fullest potential in due time.

“It is important to love everything that you are creating and know why you are doing it,” Ryan said. “You may believe happiness comes from all of the accomplishments but instead happiness comes from the journey and not the destination. The best thing to do is fall in love with what you are doing and that will unlock your biggest potential, bringing you more happiness.”

Adam added, “We get to see more success stories now but not always the process behind the accolades. It is true that comparison is a thief of joy. You have to stay focused on the things that make you special. Keep the passion there; it is what drives you forward.”