about us

What makes a brand extraordinary?  Is it a better performing product or service?  A commitment to pursuing a lower carbon footprint? A heightened focus on the true cost of producing its goods?  Or a brand personality and story that transcends others?


People sometimes buy stuff, but they always join brands.

We curate, invest in, manufacture, market, and distribute extraordinary leisure and sports brands worth joining.  We have been instrumental in building a foreign, running footwear and apparel brand from zero to double digit specialty retail share, shattering a vendor scoreboard of the world's largest athletic brands that had not been disrupted in decades.  

We believe in igniting strengths and making our partnering brands unique, visible, and relevant. 

There is no need or space for more stuff in our world.  There is only room for brands that care as much about how they produce their products as what they produce. 

5AM for us is a time when anything is possible.  When our belief that David can and will take down Goliath.  It is when we build even better life into the universe's better brands. 

After all, our world needs all of us to be better and do better.