Adam and Ryan Goldston, identical twins who started Athletic Propulsion Labs (APL) in 2008 at the age of just 23, founded the company while attending the University of Southern California.
The brothers were enthusiastic basketball players in college, but they believed that their height was physically preventing them from competing at a higher level. This sparked their quest to develop a shoe that would enable its wearer to jump higher, enabling athletes to perform to their fullest potential.
The pair set out to create an athletic brand of ground-breaking products that are positioned at the nexus of fashion, performance, and technology, drawing inspiration from NASA's Jet Propulsion Lab.
Their Load 'N Launch® Technologies, which are intended to instantly increase vertical leap, marked their major entry into the sports footwear market.
So what is this Load ‘N Launch?
The Load 'N Launch system is a proprietary technology developed by APL that is designed to improve an athlete's vertical leap and overall performance.
Here is how it operates:
When you walk or jump, the sole of your shoe is compressed by your foot. This compression energy is dissipated and lost as heat in conventional athletic shoes, resulting in less energy available to propel you forward or upward.
The Load 'N Launch system in APL shoes captures a portion of this energy during the compression phase of your jump and then releases it during the launch phase. This is accomplished by using a spring-like device in the shoe's sole, which compresses when you step down and then releases its stored energy when you jump.
The Load 'N Launch system can increase an athlete's vertical leap and overall performance, enabling them to leap higher and run faster. This can be especially advantageous in sports such as basketball, where a higher vertical jump can give players an advantage when attempting to grab rebounds or block shots.
Notably, the Load 'N Launch system has been controversial in the past due to allegations that it provides an unfair performance advantage, especially in the NBA, where the APL Concept 1 shoe was banned in 2010. However, APL maintains that their shoes are legal for use in other sports and that the Load 'N Launch system is just one of many performance and innovation-enhancing features that set their shoes apart.
what is Propelium™
Propelium™ is a proprietary cushioning technology developed by APL. It is a lightweight foam compound that is used in the midsole of their athletic shoes to provide superior comfort and support during physical activity.
The technology is designed to deliver maximum energy return, so athletes can feel more explosive and efficient during their workouts.The Propelium™ foam is created using a unique manufacturing process that involves blending multiple materials to achieve the desired balance of cushioning, stability, and durability.
It is engineered to provide a responsive and stable base that can withstand the rigors of intense physical activity.One of the key benefits of Propelium™ technology is that it helps to reduce impact shock and pressure on the feet and joints, which can help to prevent injuries and promote faster recovery times.
The foam is also lightweight and flexible, so it does not add unnecessary weight or stiffness to the shoe.
Overall, Propelium™ technology is a key factor in making APL shoes some of the most comfortable and high-performing athletic footwear on the market today.
Types of APL shoes
Here is a list of some of the different types and designs of APL shoes, along with their target market and unique selling points:
Training Shoes
- APL TechLoom Pro
- Description: Featuring a breathable and flexible TechLoom upper, the TechLoom Pro offers lightweight comfort with a Propelium midsole, ideal for cross-training and casual use.
- APL TechLoom Tracer
- Description: The TechLoom Tracer offers flexible and supportive construction with a Propelium midsole and high-traction outsole, perfect for high-intensity and cross-training workouts.
- APL TechLoom Zipline
- Description: Featuring dynamic support cables, the TechLoom Zipline combines a seamless TechLoom upper with a FutureFoam midsole for efficient running and high-performance training.
Basketball Shoes
- APL Concept C
- Description: Designed for basketball, the Concept C features Load 'N Launch technology, a carbon fiber plate, and a high-traction outsole to enhance performance and elevate your game.
- APL Concept X
- Description: Combining cutting-edge materials and construction techniques, the Concept X features Load 'N Launch Carbon 10, a carbon fiber plate, and a FutureFoam midsole for unparalleled performance in basketball.
Lifestyle Shoes
- APL TechLoom Bliss
- Description: This slip-on design features a TechLoom upper with an elastic band for secure fit and a Propelium midsole for all-day comfort, perfect for walking, casual wear, and travel.
- APL TechLoom Dream
- Description: The TechLoom Dream not only excels in running but also serves as a stylish lifestyle shoe with its luxurious design and comfortable fit.
Each type of shoe has its own unique selling points, but some of the key features that set APL shoes apart from the competition include their innovative technology, high-quality materials, and attention to design and performance. Additionally, APL often collaborates with professional athletes and teams to create limited edition styles that can help to generate buzz and interest among their target market.