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Always In Motion

Performance. Style. Yours.

15/08/2026

Project Genesis. 100 miles. Milwaukee to Chicago

Lu you absolute dawg. Rolled an ankle 20 miles in and chose to suffer and endure the pain. That takes a different type of person and a different type of motivator.

A journey not fuelled by darkness and pain but by love and family, and there’s very few closer knit families than the DEMON HOURS crew.

Teaching us all that love and support is the greatest form of motivation, and the people you surround yourself with, in your most painful times, is paramount.

Congrats to both yourself, 𝖓. and the whole DEMON HOURS team. You boys are cut from a different cloth 🤝

Proud of you and the team ❤️‍🔥

📸 the wizard

13/08/2026

From hikes to runs to rest days

Appreciate you all for taking us along for the ride ❤️‍🔥

11/08/2026

Let the fresh air hit the walls of your lungs.
And the tall grass brush past your ankles.
So all you feel is now.

The Off Road Collection is Out Now ⛰️

🔗Link in bio. No restocks.

Co-directed by cuzbeh & Martin Rivet
Production house MAAD Films
Photographer Martin Rivet
Colour Étincelle Post-production
Runners Ugo Dassy Ainhoa Stockli

10/08/2026

Feel the air hit the walls of your lungs.
And the
The Off-Road Collection is Out Now ⛰️

🔗Link in bio. No restocks.

Co-directed by cuzbeh and Martin Rivet
Production house MAAD Films
Photographer Martin Rivet
Colour Étincelle Post-production
Runners Ugo Dassy Ainhoa Stockli

07/08/2026

99 Laps.

Set in Zeche Zollverein, Germany, a UNESCO World Heritage Site transformed into an iconic venue for the first-ever 99 Laps championship.

Donned the F1 of running. Athletes lined up from all over Europe, all chasing the same thing, bragging rights as the inaugural champion.

A 1.2km loop every 15 minutes. Last one over the line each round goes home.

24hrs 45mins. 118km.

160 started, one became champion.

The early rounds were about survival, with everyone reserving their legs for what was to come.

But by round 70, all pacing got thrown out the window and it became a dogfight. Two eliminations a round and laps that kept getting faster and faster.

Both Mario and Andre Loesch were absolute animals out there. Enduring the pain of swollen quads and injured hamstrings with a smile on their faces.

An absolute huge effort from both lads, proud to see you repping AIM on the toughest stage ❤️‍🔥🫡

Photography: Mark Siaulys Pfeiffer & Tom | Visual Creator for Brands & People

02/08/2026

Put the city behind you.
Keep going until it goes quiet.
That’s where it starts.

The Off-Road Collection releases August 6th, 7PM UK | 2PM ET

🔗 Link in bio to gain early access.

Prod: MAAD Films
Runners: Ugo Dassy Ainhoa Stockli

01/08/2026

Jared Micallef, 800m, Commonwealth Games, Glasgow.

He broke his foot a few years ago.
The doctor told him he’d never run again.
He backed himself anyway.

Maltese national record holder at 800m and 1500m, fresh off gold at the Balkan Championships.

This week he lined up in a Commonwealth Games semi final, in Malta colours, alongside some of the best in the world.

We only ever see the race. Not the years it took to get back on a start line after being told there wouldn’t be another one.

Massive effort mate. Proud to see you reppin us on the big stage.

Jared Micallef Commonwealth Sport Athletics Malta

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