About Us

About Us

Think it. Live it. Be it.
That’s more than a motto — it’s how we try to live our lives. 

Hi, we're Laura and Devon, the founders of Athletic Apparel, a small family-run activewear brand born out of our garage, our gym, and a shared passion for fitness, community, and doing things differently. With our daughter Harper often by our side, we’ve built this brand as a reflection of who we are: everyday athletes chasing progress over perfection.

Why We Started

Like many in the New Zealand fitness community, we were frustrated by the lack of high-quality, functional, and affordable activewear that didn’t come with international shipping costs or long wait times. So, we created what we couldn't find, reliable, no-nonsense gear that works hard, feels great, and looks good doing it.

What We Stand For

Athletic Apparel isn’t about flashy gimmicks. We’re about real people, real movement, and real life. Whether you're grinding through a workout, chasing after your toddler, or hitting that first pull-up, our gear is made to support your journey wherever you're at.

We proudly support our community of everyday athletes from competitive athlete to weekend warriors who live with intention, move with purpose, and show up, even when it’s tough. Just like you, we’re juggling the chaos of life, family, work, and training. This brand is a celebration of that hustle.

Community-Driven

We’re deeply rooted in our local fitness community and love collaborating with NZ-based athletes. Our brand ambassadors aren’t influencers they’re real people who represent what Athletic Apparel is all about: heart, grit, and showing up for yourself and others.

The Bigger Picture

For us, this is more than just a clothing brand. It’s about encouraging you to think bigger, live fully, and be unapologetically you, whether you’re on a barbell, a bike, or a walk with your kids.

Thanks for being here and backing a local brand. We’re stoked to have you with us.

Laura, Devon & Harper
Athletic Apparel