PRODUCT & BRAND DESIGN
ROPE CLIMB.jpg

VIRTUE

Founder & CEO
September 2018 - Present
Santa Cruz, CA

DO MORE WITH LESS

virtueathletic.com

VIRTUE started with a passion for functional training and design - and the realization that the things we love most about each were nearly identical. Good design is as little design as possible*, and the most effective solution is often the simplest and most efficient - design that does away with the unnecessary and leaves only the essential. The same is true for fitness. Forget the globo-gyms, their fancy machines, and their juice bars. Run fast. Lift heavy. Breathe hard. It’s as simple as that.

We can redefine what’s necessary, and especially what isn’t, in products built for the modern athlete. Beginning with footwear and the 01, we can DO MORE WITH LESS. Today’s training shoes, while a far cry from the pillowy nonsense of the running world, still have trouble letting go of unnecessary frills and gimmicks that drive up complexity and price but do little to improve their function. The 01 does away with all that’s unnecessary, leaving you with a shoe that’s simple, functional, and affordable.

COMING 2019