Lift is for all people who have the commitment to train whether you have a ‘day’ job, do shift work, or are a professional athlete. The commitment and passion starts behind closed doors in the wee hours of the morning, or at night after the daily dust settles. Everything you do while lifting translates into the real world, making you the strongest to compete at any level in life. Lifting confronts your physical boundaries, and shifts that strength to overcome perceived limitations.
Lift Founder, Pasquale Marano is no different. Sports and physical activity have been fundamental elements in his life. Through interaction with a wide variety of athletes, both in the gym and in sport, it was recognized that both regimented gym-goers and weekend warriors needed appropriate apparel. Clothing had to be breathable, comfortable, durable and affordable.
With this in mind, Pasquale began dedicating himself towards the creation of such a brand; a brand that could be worn with pride by anyone striving towards achieving their potential. Lift is the brand of apparel that actually respects the consumer in an often outrageously overpriced industry.
Finally a brand intended for anyone with the motivation to get out and be active. A company that understands the benefits that come with leading an active lifestyle, and the stress release attached to getting in the gym and forgetting everything else. Finally, a brand committed to providing consumers with moisture-wicking, comfortable, durable and affordable clothing; a commitment only understood by those who themselves don the apparel. Lift is a brand for fitness enthusiasts of all ages and all fitness levels. The logo is to be worn as a flag; a flag waving with pride, letting all who see it know that we are the fit, we are the active, and we are those striving for long healthy lives.