R.A.D®, the cult performance brand making waves across the training world, launches Camp R.A.D®, a surreal campaign set in California’s Joshua Tree National Park and the iconic Invisible House. It’s a story of ritual, reset, and sharpening focus, as athletes shake off summer and get ready for the grind ahead.
From Kicks to Full Kits
R.A.D®’s roots may be in footwear and skate-inspired heavyweight tees, but this season marks a shift. For the first time, the brand has introduced performance apparel, giving athletes the chance to go head-to-toe in kit that is functional, minimal, and unmistakably R.A.D®.
The limited drop includes:
No Glam, Just Grit
The campaign stays true to R.A.D®’s DNA: raw, stripped-back, and unpolished. It’s brought to life by elite CrossFit and HYROX athletes Danielle Brandon, Justin Medeiros, Aimee Cringle, and Lauren Weeks.
Shot against the mirrored backdrop of the Invisible House, an architectural icon that has hosted everyone from Lizzo to The Weeknd, the imagery taps into that in-between moment: when athletes go to ground, rebuild, and prepare to climb back up.
The Calm Before The Storm
Founder and CEO Ben Massey explains that Camp R.A.D® is about spotlighting an ignored but essential part of training:
“With Camp R.A.D® we wanted to capture an often-overlooked element of training that transcends our athlete roster and connects to the wider community: the rebuild, the focus on foundations and strength. At R.A.D® we embrace training’s euphoria, even in the darker months. It’s about preparation, grit, and finding calm before the next stage begins.”
Colourways That Hit Hard
Alongside the new apparel, R.A.D® is refreshing its iconic footwear lineup with five new Fall/Winter colourways. Both the R.A.D® ONE V2 and the R.A.D® R-1 arrive in:
• Cinder Purple
• Cinder Pink
• Mint Bone
• Coral Abyss
• Black Mint
Trusted by top athletes for durability and performance, these updates carry R.A.D®’s unmistakable edge into the toughest training phases.
Built By Underdogs, For Underdogs
Since its founding in 2019, R.A.D® has carved a lane of its own, blending skate and surf influences with performance culture and a drop model that keeps every release hotly anticipated.
Born in the CrossFit space and now expanding into the wider training world, the brand’s rebellious energy and authentic roots have transcended the hype-based business model. With Camp R.A.D® and its first-ever out-and-out peformace wear, the underdog spirit is entering a new season.
