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Bold Friday '24

Bold Friday is over. Thank you all so much for your bold orders.

The Unseen Rise In Power

Empower Running

The Empower Running Collection is more than a line of running apparel – it’s a call to action. It stands for a movement to uplift, inspire and empower runners who are less privileged, less able, less powerful and less visible. We want to contribute to a running culture where everyone feels encouraged and confident to run freely, regardless of the barriers and headwinds of a world gone cold.

Relentless Rituals

Consistency is Key

Consistency isn't about creating habits. It's the foundation of everything a runner is going to become. The unglamorous mornings, the always-tired legs, the runs that no one else sees – that's where the truth of progress happens. This collection honors those who understand that greatness lies not in bursts of effort, but in the quiet, stubborn refusal to ever stop. Because in the world of running, consistency isn't just a key – it's all.

Run with Purpose

Willpower Vegan

The vegan runner thrives in alignment – fueling the body without harm, calming the mind with clarity, and carrying a heart unburdened by cruelty. It echoes a choice: to move forward with purpose, peace and conviction. This is the path of true equilibrium. Willpower Vegan.

not by choice but by identity

Lifer Of The run

Running owns you, through the highs that lift you and the lows that crush you. It's the weight you carry and the freedom you chase, the thread that weaves through everything. For those bound to the run, in the light and in the dark.

Lifer of The Run

Prime Racing Shirt

Lifer of The Run

Prime Racing Shirt

Straight Edge Runners Don’t Fade

Straight Edge Stride

There's always been a powerful tie between Willpower and the Straight Edge lifestyle. Drug-free living and running go hand in hand. Only with a clear mind can you dig deep and unlock your true athletic potential. The discipline and consistency of running keeps you on your path, free from harmful poisons. Taking up running and becoming Straight Edge are both life-changing decisions. Once made, they empower you to stay true to yourself every step of the way.

For The Misfits of Running

Willpower

Willpower Running fuses minimalist aesthetics with a powerful narrative. It’s about making a statement. The unstoppable spirit of the misfits of running.