When American shoe designers Adam and Ryan Goldston were mulling over where to launch their Dh74,000-a-pair Nile crocodile-skin trainers, which are embellished with 24-carat gold, the UAE seemed like an obvious choice.
“I think the sneakers have global, and ... regional appeal,” says Adam, who cofounded the Athletic Propulsion Labs brand with his twin brother. “It takes a special type of person to want the shoes – number one, because of the price point, and two, because of the exotic nature of the skin. The sneakers are very different, unique and make a definite statement.”
As fashion statements go, it is a costly one. The trainers, which are exclusively available at Level Shoes in The Dubai Mall, are the world's most expensive, according to Forbes magazine. The kicks – which took more than two years to create – were recently showcased at the popular recreational-footwear and urban-culture festival, Sole DxB.
“I believe we’ve made the most expensive sneakers in the world,” says Adam proudly. “The shoes are made to order and there’s a wait period of about 12 weeks for them. It’s been a great opportunity for us to show what can be done with a luxury material. The skin is extremely strong and durable. I’m sure whomever buys the shoes will take very good care of them.”
For the Goldston brothers, trainers aren’t just a passion – Adam owns more than 140 pairs – they are a very serious business.
The 23-year-old identical twins, former collegiate athletes who played basketball and football at the University of Southern California founded their company in 2009.
A year later, their patented Load N’Launch technology was integrated into their debut trainer – the Concept 1 basketball shoe. The springlike forefoot of the sole proved so effective in propelling athletes higher in the air that it became the first shoe banned by the National Basketball Association. Never in the NBA’s 64-year history had a sneaker been forbidden on the grounds that it gave “an undue competitive advantage”.
In the years that followed, the APL brand made leaps of its own, with the brothers honoured for their entrepreneurship at the White House, and inducted into the elite club of the Council of Fashion Designers of America.
Most recently, their high-performance footwear was worn by drivers from Renault’s Formula One team at this year’s Abu Dhabi Grand Prix.
“We’re a brand at the intersection of where performance and fashion meet,” says Adam. “In the past two years we’ve really been able to create this category of high-end athletics and have our products stocked in some of the best retailers in the world, from Harvey Nichols and Harrods to Level Shoes.
“We’re always looking for different ways to keep pushing forward and be innovative, whether that’s in making shoes that make you jump higher or run faster, or designing luxury shoes. In some cases it takes us a while, but it’s definitely worth all the time and effort.”
APL, whose running shoes have been included on Oprah Winfrey’s Favourite Things, is riding the crest of a “sneaker revolution” as part of which traditional sports shoes have morphed into essential, evergreen seasonal accessories.
It is not uncommon these days for celebs to wear sharp suits and trainers on the red carpet, and the world’s most-photographed women merrily team their trainers with designer totes.
“I think it’s not so much a trend, but a cultural shift, to see trainers worn in more settings,” says Adam. “And I absolutely believe that this is set to continue because people are simply comfortable in their trainers – which is really great for us because our product is extremely stylish and very transitional in the way it can be worn.”
The best way to test the versatility and practicality of APL’s shoes is for the Goldston brothers to hit the gym or pound the pavement in them first. But when it comes to road-testing the range there is always a risk that Adam will be tempted to add to his ever-expanding personal collection.
“If I could only save one pair of shoes, honestly, it would probably be the crocodile-skin ones we’ve just created,” he says. “I don’t actually have a pair myself yet, and they’re so beautiful to look at. I guess I’ll just have to get my brother to make me some.”
• APL’s grade 1 Nile crocodile trainers with hand-painted 24k gold are available exclusively at Level Shoes in The Dubai Mall. Visit www.levelshoes.com for more details. For the full Athletic Propulsion Lab range, visit www.athleticpropulsionlabs.com
rduane@thenational.ae
