Rather than have products developed and driven from a "board room" down marketing approach, the team has worked together to make products developed from the athlete's point of view — making use of state of the art smart materials and polymers to make products no one previously knew could possibly be made. While the team has grown exponentially from the early days, and product lines have expanded to electronics protection and military/tactical gear, the philosophy of innovation by and for the athlete remains. In addition to a passion for athletics and creation, the team has always shared the common bond of also working for the community and supporting social causes, and has a goal of setting some records there too.