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Founded in 2024 by David Sapulete, AEA (Attack Endure Adapt) was born out of a simple yet powerful need: the perfect training short. As an avid CrossFit enthusiast, David couldn’t find the ideal blend of comfort, functionality, and style for his daily training at the box. Thus, AEA was created to fill that gap and elevate the performance and experience of athletes everywhere.
AEA is a community-driven brand designed specifically for individuals who live and breathe functional fitness, whether it’s CrossFit, Hyrox, Calisthenics or any other form of intense physical training. Rooted in the Netherlands, we primarily serve the Dutch and European markets, but our vision extends globally.
Our mission goes beyond just creating high-quality, comfortable apparel. AEA is about identity – it’s a brand for those who express themselves through their training and identify with the culture of functional fitness. Our designs are not just about looks; they are inspired by competition, resilience, and the unyielding spirit of athletes who push their limits day in and day out.
At AEA, we are committed to making sure you feel as good as you look. We focus on producing some of the best, most comfortable athletic wear that stands up to the rigors of intense workouts, while ensuring that you turn heads in the process. Our clothing isn’t just for performance; it’s for expression. When you wear AEA, you’re not just wearing gear – you’re wearing a mindset.
We believe in the power of community. That’s why we stay connected with our customers and listen to their feedback. AEA isn’t just created by us; it’s created for us, and we’re always eager to hear what the community has to say. We take pride in developing gear that meets the technical needs of functional fitness athletes, and we’re always open to ideas and innovations that can make our products even better.
AEA is more than just a brand; it’s a movement. We’re always open to collaborations with other brands, communities, and events. Whether it’s through sponsorships, partnerships, or other exciting ventures, we believe in growing together and supporting the community that supports us.
AEA – From us, for us.
It all started at the drawing board – an idea for shorts that were missing in the market, brought to life on paper. Shortly after, AEA was registered as a trademark, with a few thousand euros in costs incurred right from the start. There was no turning back now – it was time to push forward.
After several months of testing and refining multiple samples, the final collection was ordered in the spring and was delivered by the end of the summer of 2024. Marking the next step in bringing the collection to life.
Time for the next phase: CONTENT.
First up Studio Product Photography
Photography was handled by the talented Amsterdam-based photographer, Jurre Rompa. https://www.jurrerompa.nl/
Secondly, the first action shoot in the box.
For this shoot, AEA had the privilege of using the welcoming CrossFit box, CrossFit Noord, in Groningen.
https://www.crossfitnoord.nl/
Last but not least, the AEA commercial video shoot in the box at CrossFit Zaanforce. For this shoot, renowned cinematographer Harm Griekspoor joined the project in the dual role of director and director of photography (DOP). The editing was then handled by the talented filmmaker Morgan Grunefeld.
https://www.zaanforce.nl/
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