Welcome to our first blog post!
Without further adieu, I will attempt at typing our philosophy in its shortest form...
Atreyu is guided by a mantra: The Battle Lies Within.
In short, this means that the external world is constantly trying to offer us an opportunity for craving or aversion. Why must we choose to cling to either? The answer is simple: We don't have to choose. We may choose simplicity as the key to our happiness and eminent success. Our philosophy is simple. There's one caveat: Simple doesn't always mean easy. In fact, simple sometimes means scary as hell.
Atreyu will focus primarily on the athlete and the internal battle to achieve the highest of their potential. It is our desire to create products and services to directly interface with this inherent desire to prevail over the misguided struggle. Ultimately, the battle between truth and gimmick is what holds us back. Achieving our desired goals will be our own, and nobody should be able to take that from us nor claim the victory.
In short, our design mission is to deliver everything you need and nothing you don't so that athletes can focus on what matters the most: The Battle That Lies Within.
Thank you for taking the time to read this. It is a dream of mine to be able to share my work with you. I am forever grateful for the opportunity, and will pour my heart and soul into this company to deliver you the most badass of my efforts with transparency.
May the run lordz be with you!
-Michael Krajicek, chief shoe expeditionary