OUR VISION

"To make trying feel like winning."

Our mission is to make average performance apparel for average performance athletes. We honour the effort - those who show up, give it a go, and keep coming back. If you try, you qualify. If you’re an average athlete, you’re already an Avelete.

Our Values

  • Effort

    Trying is winning. We don’t measure outcomes — we log attendance.

  • Performance

    Our gear has undergone rigorous testing and is engineered for average performance — whether you win, lose, or DNP-CD.

  • Community

    We celebrate everyone in the Avelete community who shows up, no matter how it goes down.

  • Sustainability

    We recycle every Wednesday (except public holidays).

  • Diversity & Inclusion

    If you try, you qualify. Nothing more than that. HR liked this one.

  • Storytelling

    We’re deeply committed to crafting personal, emotional, and powerful narratives about the average human athlete — sometimes they’re even true.