APL became known in the industry when they became the first apparel brand that was banned from the NBA. They were banned when testing showed that the technology inside their shoes instantly improved a persons jump height. They now use this technology inside basketball shoes, as well as secondary markets like tennis and running. Being in a higher price bracket than most shoes, they are a premium brand that know their game improving potential is a priceless asset.
The brand offered an undeniable benefit to the consumer. Over 80% of basketball players we spoke to said they strive to jump higher. It's something every player dreams about. And with APL that dream is at your fingertips. This sole truth became the focus on re-igniting excitement around the brands ability to elevate a persons game. This focus on jumping was dramatized with visuals supporting the sensation that can only be achieved with flight.
