Athletic Propulsion Labs

Create a soft launch in the UK for the biggest sneaker brand in the States

Case study

Athletic Propulsion Labs

The Challenge

Based in LA and already a big player across the other side of the Atlantic, APL Founders and twin brother duo Adam & Ryan Goldston have several accolades to their names. The pair are part of Forbes 30 under 30, have been honoured at the White House and their innovative Load ’N Launch technology had them banned from the NBA for providing an ‘undue competitive advantage’. The brand is able to call major celebrities as their biggest fans, with Adam & Ryan rubbing shoulders with the cultural and fashion elite. TLA were tasked with a project to launch arguably the biggest sneaker brand in the States, to a new audience in the UK.

The Solution

TLA worked with the brand on a series of ‘moments’ for the UK press, carving up the media landscape to ensure maximum exposure, precise narrative and divided attention. Among these moments were a global collaboration with Star Wars Lucas Film, a partnership with the Williams Formula 1 racing team, and a series of introductory interviews during a press junket for Adam & Ryan in London. TLA also launched a gifting program which saw over 30 VIPs and influencers sporting the brand and waxing lyrical on social media.

The Result

Interviews in Vogue Business, Monocle 24 Radio, BA High Life, Industry London, Drapers & WWD. Inclusions on Instagram from top influencers in the UK and a plethora of product support across leading fashion titles such as Esquire, Women’s Health, Gentleman’s Journal, Stylist and Marie Claire.


Increase in web traffic


Increase in online sales


Online articles


Television interviews
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