Endur Apparel Rebrands as Outway and Reveals All-New Brand Identity with $3.2 Million Investment


One of North America performance sock brands, Endur Apparel has just announced a new brand identity with Outway as the new brand name.

VICTORIA, BC, May 1, 2022 /CNW/ – Endur Apparel, one of the most popular performance sock brands in the North America, will now operate under its new Outway brand. This new brand identity embodies the renewed meaning, energy and enthusiasm of the company and is indicative of an organization on the move.

Welcome to the world, Outway. (CNW Group/Outway Ltd.)

The company’s new brand positioning will be fueled by a $3.2 million investments led by Andrew Wilkinson of Toddler. Other strong investors include Shane Parris, Jason Warner, Jonathan Becker, Rasul Rayani, Ben Moore, Tobyn Sowden, Janene Scordo, Tina Swinton, Rajiv Khanejaand Carla Matheson.

Outway was founded by a former professional cyclist turned entrepreneur Rob Fraser in 2016 with the goal of transforming the underserved sock market that was left behind by the athleisure movement. Their first pair of socks was created in a 500 square foot basement. Under Rob’s proactive leadership, the company has carved out a place for itself in the market over the past 5 years.

Outway’s decision to change its name was the result of external circumstances where the best way forward was to evolve. Now, with a refreshed brand identity, Outway is ready to continue its tireless efforts to become the number one performance sock brand in North America. As a direct-to-consumer athletic lifestyle brand, the company is well positioned to offer the best quality product at the best value, backed by the best service.

The new brand image is rooted in Outway’s focus on performance, originality and sustainability, three drivers that have made the company and its portfolio what it is today. As always, Outway will continue to engage with the community to evolve in real time and deliver amazing brand experiences by incorporating feedback from thousands of ambassadors and reviews.

“This name change is our butterfly moment. Over the past 5 years we have grown and evolved, and even though today we look a little different, our essence remains. We are now able to deploy our wings to take our brand to everyone – to new heights, powered by the same team, the same products and the same community,” said Rob.

After its rebranding, the company’s team, logo and products will remain the same and its mission to inspire the best in everyone will only grow stronger.

To learn more about Outway, please visit www.outway.com

About Outway: Outway is an athletic lifestyle brand striving for the perfect technical socks, carefully crafted for inspiration, performance and personal bests. Outway performance socks reflect its commitment to the brand and product journey. The brand is dedicated to providing an ever-evolving collection of new designs coupled with technical innovation to continually inspire and delight the community.



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SOURCE Outway Ltd.



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