The APL brand
Over the past decade, APL has transformed from a basketball shoe brand into the ultimate sports and workout sneaker, with celebrities such as Lady Gaga, Sophie Turner, Kim Kardashian, Kylie Jenner and Oprah Winfrey. Although APL’s designs now include running shoes, slippers and even an athletic shoe, the brand has not forgotten its roots. APL first became famous after its original basketball shoe, the Concept 1, was banned by the NBA exactly 10 years ago. The NBA said the shoe gave players an unfair advantage by increasing their 'vertical jump', i.e. a player’s ability to jump higher. However, it worked out well for APL, because the ban created a lot of buzz for the brand. And now, on the tenth anniversary of the NBA ban, APL is releasing two new styles of basketball shoes. "Basketball has been part of APL’s DNA from the start," said Adam and Ryan Goldston, co-founders of APL. "It’s what literally put us on the map, and so creating new styles seemed like the only thing we could do to celebrate our ten-year anniversary in a memorable way."
Technology
The retro-inspired Superfuture is a brand-new look for the brand, although it has the same 8-spring "Load ‘N Launch" technology that earned it the original NBA ban, which Nike basketball shoes , for example, do not have. The laceless shoe, which costs €300, also has the signature Techloom upper and elastic straps for security and stability, as well as a padded ankle collar, Velcro and an oversized heel lip. The lightweight shoes, available in mint green, pink, black and off-white, feature a new FutureFoam midsole, so there is plenty of extra cushioning. There is also the new APL Concept X, with a new technology they have called 'Load ‘N Launch Carbon 10', because it uses a carbon fiber plate as a springboard, plus the new FutureFoam midsole. This lace-up style, which costs € 400 and comes in lime green, black, pink and silver, is equipped with a TechLoom stretch bootie. The two new silhouettes are also definitely not exclusive to those interested in hitting the basketball court - thanks to the never-ending athleisure trend and basketball sneaker-loving street style enthusiasts like Bella Hadid, we think you will see a lot of these sneakers off the court. The APL Concept X and APL Superfuture are now available to shop on the brand’s website. Browse the slideshow above to get a sneak peek of the new shoes.
