This up-and-coming brand is killing the crowdfunding game.
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USA-made. Crowdsourced. Wholesale. Those are some of the first words you’ll see on the Four Athletics website, and they’re a big part of the reason this brand is gaining traction so quickly in the saturated athleticwear market.
Four Athletics’ business model is unique and, frankly, it’s genius. “The traditional retail model is costly, inefficient and in desperate need of innovation,” the website says to introduce the model. “We set out to solve some of those problems. We use crowdfunding to match up supply and demand 100% of the time.”
It basically works like this: The Four Athletics team spends months designing a product or collection of products. Sometimes they collaborate with public figures in the health and fitness industries (see the most recent collaboration with Macy Stucke). They release the new design on the website, and the crowdfunding period begins.
So not only are Four Athletics products comfortable and functional, they are also exclusive! Once the crowdfunding period is up, the product is no longer available. They go into production mode at their Los Angeles headquarters and make exactly enough to fulfill the orders of the funders. If a project doesn’t get fully funded, Four Athletics will refund everyone their money. But don’t worry – that’s never happened before.
There’s also a “core collection” on the website, which is a collection of products that are in stock all the time. Head over there if you just can’t wait for the crowdfunding period to close. But enough about the business model. What about the products?
This post focuses on the core collection, specifically the high-rise all-day legging, the omni air short, and the Sol tank. They’ve all exceeded my expectations. I’m always a little nervous to order clothes online, especially workout shorts, and especially spandex workout shorts.
The omni air shorts sit just underneath my bellybutton, which is ideal for me. They’re tight (that’s the point of the design), but not so tight they squeeze my thighs uncomfortably. They stayed put through a full weightlifting and CrossFit workout.
The leggings pass the squat test with flying colors. If you’re a girl, you know how important that is. Who wants to be shimmying and pulling at their clothes after every set? These leggings deliver on their high-rise promise – they sit above my bellybutton, right at my natural waistline.
The Sol tank is slightly fitted, so be sure to order a size up if you prefer your tanks loose. That’s what I did. I’m part of the chop-chop club (I cut many of my shirts into crops) because my torso is weirdly short, but this tank fit like a dream so I decided to leave it in-tact.
The bonus is that the colors of all these products are beautiful, and the fabrics are all super soft.
I saved the best bit for last: the pricing. Because Four Athletics crowdsources all its products, the price is always a fraction of what leading athleticwear brands charge. Don’t get me wrong – I like the big brands, but I simply can’t afford to drop $100 (or more!) on a pair of leggings all the time. I hope as Four Athletics grows, we will see the introduction of more product types such as jackets, pull-overs, more sports bras, and accessories (a shoulder bag anyone??).
Have you tried any Four Athletics products? What are your thoughts? Comment below or drop me a line at firstname.lastname@example.org. I’d love to hear from you!
About the F-Word
"Food" is the F-word. And the F-Word blog is all about helping you find your food-life balance. After battling an unhealthy relationship with food and body image for years, I'm dedicated to helping others avoid those misfortunes. Read on for nutrition guidance, lifestyle tips and stories from other bad-ass people who also overcame disordered eating.