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?