LOSE THE LOGO: ATHLETES COLLECTIVE IS THE WORD’S FIRST UN-BRANDED SPORTSWEAR LINE FORE MEN

Written by Jonathan Beyoghlow

“To brand or not to brand?” tis the question William Shakespeare asked himself some 500 years ago (well, not really).

That is the question I asked myself while holding a heather grey Athletes Collective shirt. The RunHaven team asked me to try out a high-performance running shirt from the company, which is based out of Toronto. The founders’ big pitch is that they want to sell a premium running shirt that doesn’t make you look like a NASCAR driver with 50 logos on your clothing. I picked up the shirt and was impressed by two aspects: the quality of the fabric and the weight of the shirt. I couldn’t wait to try it out.

Several hours later, I put it on and went for an intense run in suburbia. As I was working up a sweat climbing steep hills, running away from my neighbor’s dog and dodging the vast array of baby strollers (I live in a neighborhood with a lot of new families), I noticed how much the shirt was wicking away the sweat from my suburbia trials and tribulations.

I came home and noticed the shirt was barely wet from the usual five-mile run. I threw it in my hamper and thought I would love to learn more about the company. I checked them out online, read more about their philosophy and shared a recent article about the company to my running friends.

The biggest con is whether a consumer is willing to pay upwards of $25 for a shirt with no brand. For a little more, I can buy the latest running shirt with a Nike logo (awww, feel the reassurance of a big brand).

The no branding makes me pause. Don’t I need a brand to feel good? Don’t I demand a brand to feel a sense of community? At this point, I don’t care. I love the idea and quality, but other people may want to feel rest assured with a Nike logo or Under Armour symbol attached to their shirt.

Athletes Collective is offering RunHaven readers a discount! Use the promo code ACHAVEN to enjoy a one-time discount of 20% off all orders. Also, enjoy free shipping for any order of $50 or more. The company’s Kickstarter campaign ends on October 9. Click here to donate.