Roark Enters Activewear With New ‘Run Amok’ Collection

Today’s brands refuse to stay in their lane.

While entering a new market can be difficult (and at times impermanent), when done correctly it can reel in a whole new demographic of consumers. Ever wonder why McDonalds started making salads?

In todays world,  consumers are overwhelmed by a plethora of choices, and it’s become increasingly difficult for brands to offer objective differentiation within their product categories. One company who’s managed to channel their ethos into every nook and cranny of their messaging is Roark.

Over the weekend, the adventure brand launched their new performance apparel collection. ‘Run Amok’ is a departure from the sturdy, stylish goods the company is known for, traditionally centered around exploration and real adventure.  When asked why Roark was entering into running, CEO and founder Ryan Hitzel said: 

“There’s no better way to see and connect with the world around you than by running through it. It was clear to me on a soggy run in the Outer Hebrides of Scotland, that there was something Roark could add to the conversation. Our crew didn’t have gear or a brand that intrinsically spoke to us. We wanted our voice to be heard through product that reflected our needs as runners.”

While this is Roark’s first swing at performance-oriented clothing, they went to great lengths to ensure it won’t be their last. Their line features three short silhouettes, all built with four-way stretch and pioneering the use of fabrics such as DriRelease® and Polartec®. With a reputation for making products that withstand all elements, Roark’s meticulous attention to detail shines through, again, in ‘Run Amok’ (as do the Moroccan hieroglyphic-inspired graphics).

Roark’s leaders have actually been running trails in far-flung locations from day one, and their running collection is a reflection of the knowledge and inspiration they’ve gathered along the way. So while I haven’t laced up my running shoes since junior year of high school (and would likely need a Life Alert for any distance over a mile), this might be the one collection that would get me back out there (or at the very least, I’d feel cool wearing it while huffing my way through DTLA). 

Click here to view the range.