Former Adidas Australia colleagues Kevin Roberts and Tim Jackson are set to launch their own activewear label, No Timid Souls.
Using their experience in the sporting world – Roberts was previously the 2XU and Cricket Australia CEO, while Jackson is a former Olympic sprinter and World Athletics Championship silver medallist – the pair have combined their technical sport knowledge with innovative fabric technology to create their own materials.
Jackson said that No Timid Souls had to develop its own fabrics as there was nothing on the market that was at the level of performance that the brand wanted to offer.
"The first two stages of our product development process focus on sports science and materials science, so all of our products respond to the biomechanical and physiological needs of the human body when running, training, or working out in the gym.
"The third stage is creative design. Our products look great thanks to our experienced designers and garment technicians who trained at the London College of Fashion.
"More than 75% of our first apparel range uses our own unique fabrics because existing options weren’t at the level we required.
"What’s different about No Timid Souls is the combination of sports science and materials science that makes our products work better and feel better.
"We’re also serious about sustainability, so 60% of the first No Timid Souls apparel range already includes recycled materials.
"We’re confident our line will take off quickly and attract endorsement from athletes in the arena, as well as everyday consumers who run, train or work out and want to get better," he said.
The brand is also on a mission to support elite and developing Australian athletes, teaming up with crowd-sourcing platform Raise the Bar.
The Raise the Bar point-of-purchase option invites consumers to ‘up’ their transaction to donate to an athlete of their choice in the program, even if they are sponsored by a rival brand.
Additionally, No Timid Souls will contribute a percentage of sales from various products to athletes in the program.
Sporting clubs can also benefit by receiving 7.5% of purchases that people in their extended communities make from No Timid Souls.
According to the Australian Sports Foundation, half of Australia’s top athletes earn less than $23,000 per year.
Australian Olympian Tamsyn Manou praised the brand's support of emerging athletes.
"I was lucky to have an incredible support network around me during my athletic career, but we know that many athletes don’t have the financial support or the guidance to help them deal with the ups and downs of elite sport and the transition to life after sport.
"It’s really encouraging to see No Timid Souls taking up the challenge to facilitate financial support and other forms of support for athletes who need it most," she said.
According to the brand, its name was inspired by the United States’ 26th President Theodore Roosevelt, whose 1910 Paris speech, 'The Man in the Arena,' gave credit to those who are in the arena, striving valiantly and spending themselves in a worthy cause.
"No Timid Souls is a brand that stands for inner strength and celebrating people who pursue physical endeavours," Roberts said.
"We are ready to take on the global sportswear market with a premium product range that’s underpinned by deep expertise in sports science and materials science.
"We have an international ecosystem of people and organisations contributing to the development of our business, including some leading international manufacturing partners.
"Their support for our vision has been humbling.
"Together, we are pursuing world-class product innovation and building a global community of elite, emerging and everyday athletes who share the No Timid Souls mindset," he said.
The brand's first collection will be available in Australia in the second quarter of 2022 and in the US soon after.