Our manifesto

In a world made of uncertainty, rapid changes and cultural instability, we believe that our main strength resides in our ability to connect and engage communities around meaningful and empowering narratives.

Athletes are no longer just performers of physical excellence: they are symbols of resilience, vehicles of aspiration, and often, unintentional spokespeople for movements which, far beyond sport, are at the heart of what culture is today.

Athletes now open up about their journey, made of doubts and successes, injuries and failures, passion and rituals, or mental balance. They become ambassadors of a world in motion, bringing a whole new and inspiring viewpoint to our societies in need of fresh and uplifting narratives.

At Athletic 21st, we understand how important it is to shape the future of societies around notions of movement, community and human potential, while bringing forward this emerging generation of athletes who are ready to create the connections between how we live, move, create, express, thrive, heal and recover.

Our mission is to connect athletes, creatives and brands around values that resonate deeply, to shape the stories that will inspire and build bridges across generations, borders and disciplines.

We focus on wellness, lifestyle, culture and human potential.
We inspire movement through transformative narratives.
We are fresh, joyful, inclusive and community led.