Athletic Propulsion Labs® Debuts Concept 2 In Red/Energy Exclusively at Saks Fifth Avenue Beverly Hills Pop-Up Shop and Online
LOS ANGELES, April 11, 2012 /PRNewswire/ — Athletic Propulsion Labs® announced today the debut of an Athletic Propulsion Labs Pop-Up shop Exclusively at The Men’s Store at Saks Fifth Avenue Beverly Hills for the upcoming 2012 Angeleno Men of Style and Sports Spectacular event. APL is also exclusively introducing the Limited Edition APL® Concept 2 basketball shoe in Red/Energy Yellow to celebrate the Saks Fifth Avenue invitation-only Sports Spectacular and Angeleno Men of Style Event. The Concept 2 contains APL’s revolutionary, compression spring-based Load ‘N Launch(TM) technology, Banned By The NBA, and designed to instantly increase a player’s vertical leap.* The new colorway features a bold red upper with black accents and a striking Energy Yellow outsole with black detailing, a white midsole and black flow vents along with laces in red and black. The Athletic Propulsion Labs Pop-up Shop will be up from April 11 through April 23rd as a featured element of the invitation-only Sports Spectacular Event on April 17th. The company also announced the new red/energy Concept 2 shoes will be available for sale on the company’s website at www.athleticpropulsionlabs.com starting April 11th.
“We are really honored that Saks Fifth Avenue would select Athletic Propulsion Labs as the high-performance footwear brand to be at the joint Angeleno Men of Style and Sports Spectacular Event. The APL brand has great appeal because of our breakthrough Load ‘N Launch technology and aggressive, unique styling that differentiates APL products from other basketball shoes,” said Ryan Goldston, Co-Founder of Athletic Propulsion Labs.
“The Athletic Propulsion Labs pop-up shop in the Beverly Hills Saks Fifth Avenue store will be the first one we have ever done and we are excited to introduce our brand in such a powerful manner within this flagship store for Saks. We will be featuring the Concept 1 and Concept 2 product lines of Athletic Propulsion Labs shoes in many of our distinct colorways,” said Adam Goldston, Co-Founder of Athletic Propulsion Labs.
With its sleek silhouette, speed lacing system, performance engineered collar and strategically placed black flow vents, the APL Concept 2 is a state-of-the art basketball shoe providing maximum versatility for team play and recreational use. The herringbone outsole incorporates a high grip tread pattern designed to optimize traction and provide maximum surface contact. The shoe features the Load ‘N Launch technology and is complimented by a unique, 4-layer insole engineered to work with the high-performance sockliner and internal shank plate. The APL Concept 2 Basketball Shoe in Red/Energy weighs just 15 ounces and features an innovative, two-piece synthetic carbon fiber upper construction, which conforms to the player’s foot using minimal seams and stitch lines to provide superior comfort and maximum performance.
With its unique construction, the APL Concept 2 fits completely true-to-size and provides the secure feeling of a basketball shoe that is designed to perform at the highest level of competition. The upper materials are a combination of the finest synthetics, microfiber mesh and special anti-microbial linings to keep the foot comfortable and performing at the maximum level throughout extended periods of play. Over the past eighteen months the APL team has worked diligently to engineer the Concept 2 upper, midsole and outsole to work in concert with the company’s signature Load ‘N Launch(TM) technology to both increase vertical leap and enhance maneuverability on the court. The new APL Concept 2 is a true player’s shoe designed to take bring an individual’s game to the next level in vertical enhancement. The Concept 2 basketball shoe in RED/Energy sells for $175 exclusively online at www.AthleticPropulsionLabs.com. The Concept 2 was introduced in January 2012 and quickly became the fastest selling shoe in APL® history.
About Athletic Propulsion Labs®:
Athletic Propulsion Labs was founded in Los Angeles, California by twin brothers Adam and Ryan Goldston, two former University of Southern California basketball players. The company is dedicated to the creation of world-class, breakthrough technology that significantly enhances the performance of athletes in a variety of sports. The inaugural product from Athletic Propulsion Labs®, the patented APL® Concept 1 and the Concours basketball shoe and the brand new Concept 2, feature the revolutionary Load ‘N Launch(TM) Technology. The patent-pending Load ‘N Launch(TM) device is implanted in a cavity in the forefoot of the shoe and serves as a ‘launch pad’ by taking the energy exerted by the player and increasing lift with the aid of an intricate, spring-based propulsion system. In biomechanical testing at a leading west coast university laboratory, the Athletic Propulsion Labs® Concept 1 shoes delivered increases in vertical leap of up to 3.5 inches when compared against a leading competitive brand’s most expensive basketball shoe.* Results vary based upon the athletic ability and physical conditioning of the individual APL® Concept 1, Concours and Concept 2 shoes are sold exclusively on the company’s website at http://www.AthleticPropulsionLabs.com.
APL’s Concept 1 basketball shoes were introduced on March 24, 2010. The NBA ban of the APL® Concept 1 shoes occurred on October 19, 2010 and marked the first time in the 64-year history of the NBA that a shoe was banned because it provided an “undue competitive advantage”.
About Saks Fifth Avenue
Saks Fifth Avenue, one of the world’s preeminent specialty retailers, is renowned for its superlative American and international designer collections, its expertly edited assortment of handbags, shoes, jewellery, cosmetics and gifts, and the first-rate fashion expertise and exemplary client service of its Associates. Today, Saks operates 46 full-line stores in 22 states, 5 licensed stores in the Middle East and 2 licensed stores in Mexico City, 57 Saks Fifth Avenue OFF 5TH stores and saks.com, the company’s online store. The Men’s Store at Saks Fifth Avenue is located at 9634 Wilshire Boulevard, Beverly Hills CA, 90212. (310) 275-4211
SOURCE Athletic Propulsion Labs