2004 → 2006

FROM IDEA TO PRINT.

LIFT. started as an idea built around training, competition, and the mindset to keep pushing forward. In 2006, that idea became real. What started as a few shirts made for myself became something other people wanted to wear too.

THE GROWTH YEARS

WHEN IT BECAME A LIFESTYLE.

As LIFT. started reaching people beyond the gyms I trained in, everything changed. MySpace connected me with people across the country and eventually around the world. What started with a few shirts became something that ran through my life 24/7. I designed it. Printed it. Packed it. Shipped it. Answered the messages. LIFT. was no longer just something I wore. It had become a lifestyle.

20 YEARS LATER

THE NEXT CHAPTER.

Twenty years in, changing LIFT. was not something I took lightly. The idea started with a text from my friend Jordan asking if I had ever thought about doing something different for the 20-year anniversary, maybe even changing the logo. I couldn’t stop thinking about it. Eventually I realized LIFT. had always been about progress. So how could the brand preach progress while being afraid to evolve itself? The new mark doesn’t erase what came before it. It represents everything that got us here, and everything still ahead.

WHAT LIFT. MEANS NOW

PEOPLE. PLACES. PROGRESS. GOOD VIBES.

Over the years, LIFT. became bigger than apparel. It became about the people I met, the places it took me, the progress it stood for, and the good energy that came with it. What started as something I made to motivate myself eventually connected me with people far beyond the gym where it began. After 20 years, we are still here. Still growing. Still evolving. Still LIFTing. Here’s to the next 20. LIFT.™ IT’S A LIFESTYLE. EST. 2006.