La­bel lover

Hong Kong Tatler - - Style News -

The Gold­ston twins have sneak­ers in their blood. Their father over­saw the cre­ation of the iconic Reebok Pump in the 1990s and was later pres­i­dent of LA Gear. As sub-6ft bas­ket­ball play­ers at col­lege, they were al­ways seek­ing a com­pet­i­tive edge and even­tu­ally de­cided to de­sign a shoe to make them jump higher. The Con­cept 1, with its in­built spring de­vice and “load ’n’ launch” tech­nol­ogy, re­ceived im­me­di­ate in­ter­est from pros on the bas­ket­ball court, so the twins founded APL just

be­fore they grad­u­ated in 2009 and ap­proached the NBA for of­fi­cial ap­proval soon af­ter. The shoes be­came the first to be banned by the NBA for “pro­vid­ing an un­due com­pet­i­tive ad­van­tage.” This ban, how­ever, turned out to be the best mar­ket­ing tool the twins could have wished for: their web­site crashed for eight hours and they sold nine months’ worth of stock in three days. Fol­low­ing their suc­cess on the court, the

com­pany launched a range of high-tech run­ning shoes in 2014 (which it prom­ises will make you run faster), and is now turn­ing its at­ten­tion to per­for­mance-en­hanc­ing sports ap­parel. Good sports

or cheats? Does it mat­ter when you’re fly­ing?

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