PRODUCT & BRAND DESIGN
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VIRTUE

Founder & CEO
September 2018 - Present
Santa Cruz, CA

DO MORE WITH LESS

virtueathletic.com

Functional fitness is all about breaking things down to the basics. Rejecting the established norms of the fitness world, the functional fitness movement realized that its core components aren’t complicated. Run fast - lift heavy - breath hard. No frills - no fancy machines. Just honest, intense work.

Fitness and training footwear has come a long way in recent years, but it often still has trouble letting go of many of the preconceived notions that have defined the majority of modern athletic footwear, driving up price without improving functionality. We can do better. We can do more, with less.

COMING 2019

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