Priority Athletic is a collective of athletes, creatives, and entrepreneurs with a passion for the athletic potential of the human body. Yet, we found that we were spending more time trying to conform to the rules, codes, and expectations of specific sports like cycling, surfing, tennis, running, or yoga rather than actually enjoying the thrill of the experience.
We created Priority Athletic to break through the idea of "sport" and return to the experience of being athletic. Our goal is to create athletic footwear that is a force for good in your life; will inspire you to be athletic, and enable you to feel mentally and physically strong.
Our mission is to redefine what makes an athletic product great. We believe our designs defy expectations, ignore limitations, and ignite progress. We want to empower you to break through your personal barriers and be the best you can be.
By prioritising your athletic experience, we believe you will improve your life experience. Enabling you to reach new goals beyond your perceived limitations and creating the right conditions for a healthy mind and body.
SECOND ON MY LIST IS CHANGING THE WORLD.
FIRST ON MY LIST IS CHANGING ME.
SECOND ON MY LIST IS LOSING WEIGHT.
FIRST ON MY LIST IS TO FEEL GOOD ABOUT MY BODY.
SECOND ON MY LIST IS TO RUN THREE TIMES A WEEK.
FIRST ON MY LIST IS TO LOVE RUNNING.
SECOND ON MY LIST IS TO SLEEP BETTER.
FIRST ON MY LIST IS TO FEEL FRESHER.
SECOND ON MY LIST IS THEM.
FIRST ON MY LIST IS ME.
I am Priority.
How we work
At Priority, we tackle one challenge at a time, allowing our entire team to dive deep into finding innovative solutions. We approach each problem through the consumer's eyes, seeking solutions that don't yet exist.
01. Transit 2.0
Reimagines urban mobility. In collaboration with CHPT3, we've created the world's first all-day cycling shoe for city riding. Transit helps you stay fit while moving through the city in style.
02. Bionic Running
Explores the development of a running shoe that evolves to your fitness journey by adapting to your speed and effort as you progress. Look for this revolutionary running shoe in 2026.
03. The Dark Star
A project exploring the world’s rarest and most unique materials to design a shoe so exceptional that you almost would rather put it under glass than wear it out.