Amateur

Amateur began as a conversation between friends who saw sport as an identity not often reflected in the way they lived it: raw, human, unfiltered and imperfect. We're building a home for brands, products, stories and for amateurs themselves setting the tone outside the system. Style and performance aren’t separate here. What you wear moves with you, but it also reflects your pace, your perspective, and your reason for showing up. Because for most people, sport isn’t a performance. It’s a practice.

BANDIT

Bandit emerged directly from the New York City running community. Founded by Tim and Nick West, the brand formed from a tight-knit subculture. It was built on early mornings, shared miles, and a distinct feeling that existing running gear didn’t reflect the world forming around the run. There is a deliberate duality here: performance gear that holds up technically, but always carries an identity. Subtle signals through graphics, precise cuts, and cultural references remind us that running is as much about belonging as it is about output. The brand didn’t arrive fully formed. It grew organically through the participation of its community, evolving through the real-time feedback of the people wearing it. Bandit refuses to separate sport from culture. Performance, through community. Technical gear shaped by the culture around it.

Ciele

Courier

District Vision

District Vision starts not with a product, but with a question. Rooted in observation, it begins with how you see the world, not just how you move through it. Founded by Max Vallot and Tom Daly, the brand grew out of mindfulness workshops for runners and naturally evolved into product. Eyewear came first, developed in Japan with a focus on precision and craft. A wardrobe of subtle performance running wear soon followed. But the intention remained broader: running as a tool for self-exploration, and equipment as a support for mind and body. There is a quiet integrity in that origin, independent and removed from the noise. District Vision does not separate performance from awareness. It suggests they might be the same thing, approached with intention. Mindful performance - born from the intersection of running, clarity and self-exploration.

Freaks of Nature

Freaks of Nature functions as an admission that sport can be a messy, visceral pursuit. It serves the moments when it stops being polite and becomes a test of pure friction. Born to protect the skin without compromising the experience, Freaks delivers a plant-based, rugged alternative to legacy performance skincare. The architecture of the product is built for the outliers in the high-alpine and mid-desert, where the elements are at their most honest. This is a raw, elemental defense system, a barrier engineered to feel as natural as the terrain you conquer. The brand represents the literal grit behind athletic progress. It operates as a vital tool for the resilient, designed to endure the exact environments that demand the most from the human body. Plant-based protection for sport at its most elemental

HOKA

MAAP

MAAP was born out of a creative circle in Melbourne, Australia. It is built at the intersection of performance and design, culture and the environment. Created by a collective of cyclists, designers, and photographers, the apparel reflects the culture they actually ride in. It is a visual language influenced as much by art and street culture as by sport itself. The brand focuses on pushing technical performance and creative expression forward simultaneously. This dedication to the sport is proven in the professional peloton, where MAAP equips the Jayco AlUla WorldTour team. Premium fabrics, considered fits, and durability are non-negotiable standards, tested on the global stage and built for the real world. Still community-led and collaborative, MAAP evolves with the riders around it. Performance with perspective - born from cycling culture, where design language and rider experience evolve together.

New Balance

New Balance operates at the intersection of manufacturing heritage and elite performance engineering. Rooted in a century-long legacy of fit and craftsmanship, the Boston-based brand treats running not as a seasonal trend, but as a core discipline. It delivers high-mileage gear defined by exceptional tactile quality and structural reliability. Ultimately, the brand represents a balanced approach to the sport. It honors the timeless, unvarnished lifestyle of the everyday runner while consistently engineering specialized equipment capable of competing at the absolute highest level of global athletics. A balance of craft and innovation that moves easily between running and everyday life.

Nike ACG

Nike ACG functions as an invitation to expand the map. It is a reminder that performance isn’t restricted to a track or a race clock. Established as “All Conditions Gear” in 1989, it emerged from a need to move beyond traditional sport and into the unpredictable wild, not to conquer nature, but to exist within it. The collections are built with a rugged pragmatism. GORE-TEX shells and high-traction lugs are designed for the Cascades, yet remain equally at home in the city. There is a specific utility here that respects the technical demands of the elements without losing its cultural edge. For Amateur, Nike ACG serves as a foundational layer. It represents a broader definition of endurance: the ability to keep moving regardless of the weather. Utility in motion and designed for unpredictability. Shaped by the outdoors, worn everywhere.

Norda

Norda emerged from a singular obsession: creating the ultimate technical trail shoe without compromise. Born in the Canadian wilderness, it was founded on the belief that a shoe should be as tough as the terrain it encounters. By utilizing Dyneema®, the world’s strongest fiber, Norda redefined the limits of weight and durability. The result is a product of extreme pragmatism. Every stitch and lug is designed to withstand harsh environments while providing a responsive, lightweight ride. There is no hype here, only a commitment to the highest standard of construction. For Amateur, Norda represents the pinnacle of endurance. It reflects a respect for preparation and the idea that the right equipment empowers you to explore further. Engineered endurance - uncompromising trail performance shaped by durability, precision, and the demands of wild terrain

On

On begins with a feeling - the idea that running could feel different underfoot. It reflects a belief that movement doesn’t need to feel harder to be better. Sometimes, it just needs to feel… right. Founded in the Swiss Alps by Olivier Bernhard, David Allemann, and Caspar Coppetti, the brand grew from a question: why wasn't footwear working with the body in motion? The first prototypes were famously crude- pieces of garden hose cut, glued, and tested repeatedly on the road, not just in labs. Today, that relentless philosophy still shapes the brand. On sits at the intersection of Swiss engineering and minimalist design. Technical, yet never alienating. High performance, delivered with a signature lightness. Engineered clarity. Born from a pursuit to make running softer, lighter, and more intuitive

Pruzan

Pruzan carries a different kind of energy: introspective, yet entirely intentional. Rooted in something personal, the brand reflects a point of view shaped by two female athletes navigating the space between performance and identity. Founded by Jessie Hyman and Alexis Copithorne, Pruzan began with a shared observation that technical running gear often overlooked the nuance of how women actually experience sport. The response wasn’t louder performance, but more considered design. Modernist pieces that respect the body, the movement, and the quiet feeling of wearing them over time. This is apparel built not just to support the run, but to reflect the person within it. Pruzan isn’t about what you show to the world. It’s about what you build within yourself, cultivated with patience, and defined on your own terms. Considered performance - where movement, identity and design evolve together over time.

QUOC

Quoc begins with the idea that cycling shoes should be as beautiful as the journey they facilitate. Founded by Quoc Pham, the brand combines a background in fashion and shoemaking with a deep love for the ride. It’s an aesthetic-led approach to performance that refuses to sacrifice comfort for speed. The design language is one of restraint and craft. Utilizing natural contours and durable materials, Quoc creates footwear that feels like a natural extension of the foot, whether you're on a long road climb or a rugged gravel path. At Amateur, Quoc represents the equilibrium between design and utility. It’s for the rider who values the tactile experience of their gear and views cycling as a craft to be practiced with intention and style. Ride with intention, cycling footwear shaped by craft, comfort, and the feel of the journey

Satisfy

Satisfy starts with a rejection of convention. Founded by Brice Partouche in Paris, the brand grew from a background in fashion and a rebellion against the uniformity of modern running apparel. The idea wasn’t just to improve performance, but to reintroduce texture, individuality, and even imperfection. Early pieces, including distressed tees and unconventional materials, challenged what technical gear was supposed to look like. Yet underneath the aesthetic lies a strict focus on function: weight, breathability, and absolute freedom of movement over long distances. The brand views running not just as a sport, but as an escape and a daily ritual. Satisfy holds the tension between rebellion and discipline. It proves performance doesn’t have to look one way, and that the experience matters just as much as the outcome. Where performance meets expressive disruption and the experience leads.

Soar

SOAR was founded by Tim Soar in London. The brand emerged from Tim’s lived experience from long runs, and the realization that performance apparel had failed to evolve alongside the sport. Behind every garment lies a strict design discipline: part fashion, part engineering, and always tested in motion. Fabrics are developed, reworked, and rebuilt. Nothing is assumed. That discipline extends to the aesthetic. While the running landscape leans into quiet minimalism, Soar cuts through the noise with bold colorways and distinct graphic language. It is high-performance gear that refuses to fade into the background. This origin defines the collections. Soar is practical, iterative, and grounded in a single idea: better equipment unlocks a better running experience. It treats progress as something tangible, built through detail, repetition, and care. Performance, refined through repetition - built by runners who wanted more from every mile.

Tracksmith

Tracksmith begins with a deep respect for the amateur spirit and the quiet discipline of the running class. Founded at the halfway point of the Boston Marathon, the brand honors the heritage of New England track and field while bypassing hyper-synthetic modern design trends. It is performance apparel engineered for the committed runner, offering an understated, classic approach to collegiate Americana design. The collections utilize premium, functional materials like merino wool and cotton-blend mesh built for the daily grind of training. Ultimately, Tracksmith celebrates the dedication of the training block and the belief that running is a lifelong craft, best approached with a respect for the history of the sport. Timeless running. Crafted for the long miles, shaped by rituals of the sport

Universal Colours

Universal Colours emerged from a distinct observation: sustainability shouldn't be positioned as a feature, but as the starting point. Material choices, ethical production, and longevity are built directly into the design process alongside the technical demands of riding in varied conditions. There is a quiet intention in how the brand presents itself. It is less about chasing passing trends and more about creating apparel that endures visually, functionally, and ethically. Universal Colours reflects a thoughtful evolution of cycling. It is a perspective that values inclusion, responsibility, and the idea that performance can exist without excess. The brand pushes the sport forward by making space for more perspectives and a more considered relationship with consumption. Considered cycling - built to widen the lens of performance, with responsibility and longevity.

Veja

Veja operates as the baseline for transparent manufacturing in footwear, proving a shoe can be both a technical tool and an ethical product. Founded on complete supply-chain reconstruction, the brand sources raw, organic, and wild materials directly from local co-ops, bypassing industrial middlemen to ensure fair-trade compliance. The performance line translates this ethos into a versatile daily trainer built for multi-surface utility across road and trail. By rejecting the plush, synthetic over-engineering of legacy running brands, Veja offers a balanced, grounded ride feel rooted in minimalist design. Ultimately, Veja represents a commitment to material integrity. It reinforces the belief that sustainability is a non-negotiable starting point, serving the athlete who demands that the origin of their equipment match its performance. Considered from the ground up. Performance shaped by transparency, responsibility, and material honesty.