Our Inspiration
Click on a box for Inspiration.
Simone Biles
The Guggenheim Museum. Bilbao
Gymshark
The Men's All Blacks Rugby Team
Gymshark
Zinedine Zidane
Audrey Hepburn
Not only is she the most decorated gymnast of all time. Not only did she achieve this following well-documented adversity in her younger years, but she has five officially named skills in the gymnastics Code of Points. These recognise her as the first woman to perform them in international competition and are among the most difficult in the world. Not only does it show the innovation to create a new move, but the bravery to actually try it and then successfully pull it off on the highest of stages is a true manifestation of "Could, Not Should".
Physical evidence of how a building can change an entire culture. In the mid-90s, Bilbao was a city on its knees. A former busy port whose trade had all but dried up. It was struggling. Frank Gehry had the vision to not only bring the next Guggenheim to a city so steeped in culture and history, but to do it in the most outrageous, eye-catching way possible. It revolutionised the city. More development followed and it is now one of the most visited destinations in Europe.
The inspiration for "Don't Be A Dickhead". New Zealand mental skills coach describes being a dickhead as "people putting themselves ahead of the team, people who think they’re entitled to things or expect the rules to be different for them, people operating deceitfully in the dark, or being unnecessarily loud about their work." We respect that honesty. And we also respect the philosophy of sweeping the sheds - even though they are some of the biggest sports stars in the world, you will find them cleaning the changing rooms and loading up the coaches. No job too big or small. And finally, the inspiration for "leaving the jersey in a better place than when you first put it on". That's what we want to achieve here.
Founded by Ben Francis in 2012, this is the true bedroom to billionaire story. Ben fell in love with the gym when he was 16, but all that was available to wear was either skin tight or made it look like you were wearing your dad's suit. So, he saved up some pocket money, bought a sewing machine and, with the help of a YouTube tutorial and his grandma, made a stringer vest. Then he made ten more. Then a million more. In 2020, Gymshark became only the second British company to achieve Unicorn status with no prior funding. It has since opened stores in London, New York, Dubai and Amsterdam. But the Naive Optimism at Gymshark is as strong today as it was in 2012.
Raised in a tough Marseille neighbourhood, his background as a son of Algerian immigrants influenced his resilient character and dedication to working "twice as hard" to achieve success. He is often regarded as one of the greatest players of all time. But the fact he was able to make a simple five-yard pass look beautiful is testament to his Graft.
An incredible actress. A style icon. Globally renowned. But also just as well known for being a genuinely kind, humble, and compassionate person. Her daughter described her as a "steel fist in a velvet glove" due to her gentle demeanour combined with immense inner strength, resilience, and compassion, forged by a difficult childhood in the War and a dedicated, iron-willed commitment to her humanitarian work with UNICEF.