A Day in the Desert Building What Comes Next

What happens when you take a couple of ultra athlete friends to Joshua Tree for scrambling, miles, and content?

Last week, we ventured into the desert to create content and gather feedback for our initial drop with ultra athletes Joseph McMenamin and Alex Griffin. They generously volunteered their time for a day filled with miles, laughs, and insights about our upcoming launch later this month.

As a running brand, we are taking a different approach than many. Our initial drop will focus on lifestyle, hybrid tops, and headwear, with plans to expand our lifestyle, hybrid, and performance categories later this year. We aim to involve our customers in building our performance line through wear testing and feedback sessions, ensuring we provide the best gear possible.

The day was a success! One aspect I appreciate about the running community is the strong connections that can form quickly. Joe and Alex, who had never met before, bonded over past and upcoming races, training routines, and favorite running spots. By the end of the day, they were already strategizing about racing together and supporting each other in future events.

For me, this experience exemplified the brand coming to life. The hard work of the past year is nearing its launch, and I am committed to staying present in this journey and savoring all the moments ahead.