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After 18 months of development, Athletic Propulsion Labs (APL) is growing its sneaker offering once more with the launch of its latest style.
Called the TechLoom Dream, the new sneaker “reinforces” the performance athletic footwear brand’s place in the running shoe category. APL cofounders Adam and Ryan Goldston told FN in a joint interview that the launch is an “embodiment of progress” for the brand after the recent debuts of its Streamline and Zipline models.
Designed as an all-purpose running and walking shoe, the sneakers feature a new soft stretch TechLoom upper with raised contour lines designed to provide a “rich, soft and luxurious texture and feel on foot,” the twin brothers said. The style also features a separated single-layer tongue with integrated lace loop, a molded TPU heel counter for stability, an all-new responsive cushioned midsole with rubber outsole and the APL Soufflé sockliner.
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The silhouette also sees the debut of the TechLoom Dream Heavenly Ride midsole, a new proprietary compound APL created for maximum shock absorption and cushioning. The goal was to create a novel compound that took the pressure, resistance and shock out of each step, the brothers noted.
“What differentiates the TechLoom Dream from our existing portfolio is its specialized focus on shock absorption,” the Goldston brothers said. “While our recent flagship running silhouettes — [Streamline and Zipline], featuring our APL FutureFoam compound — were engineered for unparalleled energy-generation, we recognized a gap for a shoe that prioritizes comfort during longer, less-competitive runs. Days when speed isn’t the only goal, but rather the journey; that’s where the TechLoom Dream’s Heavenly Ride midsole comes into play.”
This launch comes as the brand continues to see growth. “2023 has been a great year for APL,” the cofounders said. “Building on our achievements from 2022, we’ve forged a significant partnership with Oracle Red Bull Racing, and we’re currently in first place in both the constructors and driver championships in Formula 1.”
The brothers also gave an update on their soon-to-be open New York City flagship store. Now slated to open in November, the store will be located at 75 Prince St. in the SoHo neighborhood of Manhattan. “Our new flagship experience in New York will reinforce our position as the world leader in luxury performance on the East Coast, and we believe will be a beautiful portal to the rest of the globe,” the Goldstons said.
The new TechLoom Dream is now available for men and women in two colorways: black/white and ivory/black, and retails for $250. It is exclusively available to purchase online at AthleticPropulsionLabs.com and at the brand’s flagship store at The Grove in Los Angeles.
