Harder, stronger, faster, better. These terms have long been ingrained into brands that have dominated the athletic apparel market for decades. But for Tyler Haney, the messaging never quite resonated.
Haney, now 27, grew up in Boulder, Colorado, hiking, playing basketball and hurdling. She never took to the idea of wearing neon spandex with hyper-competitive messaging, despite her love of being active.
"While you're running over hurdles in high school track, that message makes sense. But I realized that there was a powerful combination about being feminine and athletic that wasn't embodied in a brand," Haney says.