A Dream Realized: NJ Falk and APL's Innovative Luxury Footwear Brand

NJ Falk is no stranger to success. With multiple Webby, Davey, and Communicator awards under her belt, she’s carved out a path as a creative force and serial entrepreneur in the world of emerging luxury and lifestyle brands. As the Managing Partner of Athletic Propulsion Labs (APL) since the brand’s inception in 2009, she’s had a multi-dimensional role in bringing to life APL’s strategic vision of transforming the luxury performance footwear industry. Falk’s portfolio of accomplishments extends beyond APL, with influential positions as Co-Founder of The Forward Female, a creative agency supporting female entrepreneurs, and as an angel investor, mentor, and board member for some of today’s most exciting brands.

Her career, marked by innovation and empowerment, reflects her deep passion for emerging markets, especially those led by strong, female-driven narratives. As a thought leader, Falk has advised and invested in standout companies such as Modern Picnic, DeMarson, StarFace, Bumo, and Artha, all while establishing herself as a champion for women in business. Recently, she was recognized as one of the 25 Most Inspirational Women Leaders of 2025 and is celebrated across industry publications for her vision and leadership.

As the pioneer and innovator of the “luxury performance segment” in women’s and men’s athletic footwear, a category that didn’t previously exist, APL is rooted in technology and innovation. Falk shared how the brand is “always pushing the limits of what is possible” and one of the most exciting aspects of her career has been “the team’s commitment to creating beautiful, functional products remains at the forefront of the company’s success.”

The APL Experience: Where Luxury Meets Performance

APL’s latest addition, the Euphoria, is a testament to the brand’s ongoing innovation. The Euphoria isn’t just a sneaker; it’s a transformative experience. With the Naked Net construction, it combines unparalleled breathability and lightweight comfort, reinforced by nearly invisible threads that form a sleek yet sturdy support system. The result? A barely-there feel that still offers the stability and performance APL is known for, perfectly balancing form and function.

“The Euphoria truly encapsulates APL’s philosophy—luxury that doesn’t compromise on performance,” says Falk. “Every product we create aims to offer something beautiful that enhances the lives of our customers, empowering them to feel both confident and comfortable.”

APL’s Flagship: An Oasis in SoHo

APL’s newest flagship store in SoHo, New York, embodies the brand’s philosophy of combining beauty and function, reflecting the same values found in its iconic footwear. Spanning nearly 4,000 square feet, the store offers an immersive experience that merges minimalist design with luxurious details. From the Roman travertine floors to the golden brass displays, every element emphasizes APL’s commitment to timelessness, luxury, and innovation. According to Falk, "Every APL flagship resonates with the distinct essence of the city it calls home. In the heart of SoHo, we’ve created an experience that captures the magic of New York—the thrill of the city and the timeless beauty that APL represents." Designed in collaboration with London-based firm Al-Jawad Pike and New York-based Tricarico Architects, the space features a unique curved perimeter wall and teardrop columns, creating a sense of tranquility amidst the busy streets. Custom-designed Viabuzzuno® lightboxes showcase the product in a gallery-like setting, while five distinct vanity rooms, each representing a borough of New York and lined with vibrant onyx stones, offer a memorable, shareable experience. More than just a store, APL’s Flagship is a destination where product and space come together to tell a unique story, allowing customers to connect with the brand on a deeper level.

The Future of APL and Women in Business

As APL continues to innovate, the brand remains deeply committed to pushing the boundaries of what’s possible in the world of luxury performance footwear. Her work as a mentorpreneur®—a term she coined to describe her approach to business, combining mentorship with entrepreneurship—has had a profound impact on the growth of women-led brands in the luxury, fashion, and lifestyle sectors.

APL is just one part of Falk’s expansive vision. As a consultant, investor, and strategic advisor, she has cultivated a reputation for nurturing emerging brands that align with her values of innovation, luxury, and empowering women in business. Her portfolio speaks to a future that is both inclusive and cutting-edge—where every product and experience, from footwear to fashion, is designed with purpose and excellence.

“The future is about creating experiences that are as dynamic as the people we serve. At APL, we strive to offer a space where luxury and performance meet, and where each product elevates the everyday experience,” says Falk.

APL is far more than a footwear brand—it’s a reflection of the dedication, vision, and artistry that the APL team brings to every project. Whether through her award-winning work in e-commerce or her mentorship of the next generation of female entrepreneurs, she continues to shape the future of business, design, and performance. With APL, it’s not just about looking good—it’s about feeling empowered every step of the way.

Explore the Euphoria collection and more at the new APL SoHo flagship or online at AthleticPropulsionLabs.com.

Photography By Miguel Pichardo