iAthletic was created by a professional American basketball player who left his SEATTLE roots straight out of university to pursue his dreams of lacing up as a pro. Spending 20 plus years on Australian hardwood, his American way of thinking became strongly influenced by this new culture and their different way of looking at the world. Australia brought a global perspective to him while still being proud about your roots. It’s about acceptance.
With this influence, he pursued and ran strong USA Sporting brands such as UNDER ARMOUR, AND1 and NEW ERA CAP. All mainstream sport brands with lifestyle written all over them. He soon realized the American brands were about the fan, the athlete and both were looking at the masses. (All great things, no shade thrown). However, much of the rest of the world was about the lifestyle. Wearing the brands for the look and feel, the uniqueness and edge the product brought to the consumer.
This was the birth of iAthletic. It was built on the original concepts of performance, collaboration, style, but also the need to offer a product that lets our wearer tell his/her own story. Not his favorite team always, not this favorite Comic strip hero, but all parts of life.
iAthletic wants to tell a new story with every cap, hoody or tee. Like it or not, the clothes we wear tell a story about us. We want to help tell your story.
iAthletic – A brand collaborating with American Sport heritage and Australian urban lifestyle / perspective