110% EFFORT & A BIT MORE
Dennis was a semi-recreational athlete who spent most of his career benched or subbed.
But when he got a shot, he gave everything.
His athletic career ended abruptly after tearing 40% of his muscles from the bone, diving for a ball already out of bounds.
What if effort was enough?
Denis never made pro. He wasn’t the best on his team. But he showed up. He competed. He gave it everything.
That had to count for something.
The Avelete brand existed only in his notebooks -sketches of ribbons, logos, merch, and mildly motivating slogans.
Denis mysteriously disappeared
Years later, a half-crushed shoebox labeled “Avelete” was found at a local hard rubbish collection.
Inside: ribbon prototypes, mocked-up shirts, and a printed receipt for a business name registration that was never submitted.
MID-LEVEL PERFORMANCE
That archive became the foundation for the brand you’re seeing now.
What’s clear is this: the spirit of Denis’ idea - that trying should feel like winning - never left us.
And so, Avelete was finally born.
Not to honour Denis.
But to honour everyone like him.
Those who show up. Who give it a go. Who are honest about their ability - but give it everything anyway.
Because if you try, you qualify.
