Athletic Propulsion Labs was founded by identical twins, Ryan and Adam Goldston in March 2009. As both the co-owners were college athletes and played football and basketball in University of Southern California, they created a brand which made luxurious athletic footwear especially designed for optimum comfort and enhance performance. The brand is based in California and currently has its headquarters in Los Angeles. APL claims that they create footwear which is at the ‘intersection of luxury and performance'. These shoes provide enhanced performance to the athlete to such extent that they got banned by the National Board of Accreditation for "providing an undue competitive advantage". This was the first athletic brand banned by the NBA. Their idea of advanced technology and design to enhance the vertical leap of the wearer was culminated when the duo felt that they were being held back in sports due to their short height. With the intention to create shoes which would provide them the better leap and hence enhance their performance, they designed these footwear. They got inspired from NASA's theory of jet propulsion and then launched their own remarkable shoes with a compression spring based system located in the forefoot cavity of the shoe. Due to this theory, their shoes came out as the best ones for sports and were selling like hot cakes, and the duo sold almost nine months of stock just in three days. These footwear, available for men and women, are sleek in their design and looks minimal but presents a sporty look to the customer.  Their minimalist sneakers got appreciation worldwide due to their casual yet dapper look. Their shoes does not have big logos, as many other companies' shoes does, rather they let their optimum comfort, style, colour and design do the work. Due to their sensational shoes, they got in the good books of the Kardashians and Jenner family.

The company's motto is to provide optimum comfort to the customer in all the stages of their life and they are fulfilling it successfully. APL is awarded with several prestigious awards including "one of the best new sportswear brand in the world" by ISPO.  The twins were also honored  at the White House for being in the Top 100 Entrepreneurs of age 35 and under. 

Not only the twins have a remarkable marketing strategy for their own label but they even helped their father, who was the CMO of Reebok when they were young. They were five when their father showed them the new design Reebok was launching for kids, and the twins suggested that the lights should be moved from back to sides of the shoe. This change lead to increased selling of the shoes, and added to another achievement of the Goldstons. 

APL is also the first athletic brand to be accepted to the Council of Fashion Designers of America. The brand is currently competing in the market with giants such as Nike and Adidas due to its luxurious quality shoes. Their perfect blend of fashion and comfort symbolizes the modern style, which is gradually turning towards comfortable lifestyle in chicest style.