Ten Thousand has lofty ambitions: to be the next great athletic brand.
The performance apparel brand was started by Keith Nowak, a former professional soccer player, triathlete and CrossFit athlete, in 2017 and makes shorts, shirts, pants, tights, hoodies, parkas, socks and accessories.
The deal will include Ten Thousand’s participation in Run Strong, an event series created to improve physical strength and endurance, as well as mental fortitude. Ten Thousand has already hosted Run Strong activations at this year’s Life Time Miami Marathon and Chicago Half Marathon. Participants were encouraged to wear weight vests and do push-ups and burpees throughout the race, raising more than $10,000 for the Life Time Foundation.
Nowak, who was a venture capitalist before starting Ten Thousand, said the brand has a retention rate of more than 50 percent, which he said is “one of the highest in the industry. With this new investment and our partnership with Life Time, we can shift the business into high gear by growing our team, investing in more inventory, exploring retail, larger partnerships and new marketing channels.”
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