I was sitting in a Starbucks and scrolling on my phone through Instagram for fitness looks my wife would like. By the way, my wife does not like to get up and workout. It takes lots of motivation to get her going. While on IG, I saw several with some really cool looking apparel but I wanted a brand that my wife could look at and immediately get inspired to work her hardest when she saw it. The names of the companies were kinda the same and uninspiring. I guess, to most, the names would be motivating but I felt like they were cliche and boring. Then it hit me, a brand to make you think about your situation in the moment and drop the pressure and expectations of being the very best and focus on just getting better everyday.

Something like this:
I'm in dead last. Don't worry about me. Don't think about me. Keep doubting me and leaving me in your dust. That's all I need to stay motivated. I'm in dead last, there's no where to go but up. Day by day, inch by inch, I'm getting better. 

This is my motivation, to look behind me and see nothing there. Nothing to hold me back. I can't get any lower. I can't get any further behind, i'm in dead last. But here's the key... only I know that I don't have to stay there. And every moment is an opportunity for growth, to move further away from my back being against the wall. 

Our clothing line represents that motivation. That inspiration every time you see it, that you get to start over. You get to fail with no consequences and the repeated chance to do it again and get better, whether it's in fitness, business, your job or your relationship.... you're in dead last and you're working to be your very best.