KRAT

Let me first tell you how we arrived at our new name; KRAT. KRAT is short for ‘Kratos’, for those who enjoy reading Ancient Greek Mythology, will know Kratos as the God of Strength & Power. What a perfect name to represent a brand that stands for its athletes. Strength & Power. Diving a little deeper into Kratos’s story, he was the son of Pallas, one of the Titans and Styx, the goddess of the River Styx. Kratos had three siblings, a brother named ‘Zelus’, the god of glory. A sister named ‘Bia’, the Goddess of Force along with another sister, ‘Nike’, the goddess of victory. Most memorably, the four siblings stood together on the front line with the almighty Zeus, protecting Mount Olympus from the God of Monsters. We couldn’t think of a better representation of what we stand for; As a family we protect those around us. You may also notice that our new name does not bear the title of anyone in particular within the brand, for example, “William Martin Elite Performance”. This is very important to us as we have always said that it’s not important whose name is on the door, rather the name of those who walk through it. Our new logo. After reading the story behind how we arrived at KRAT, our logo makes a lot of sense. We decided it must represent that fact we aim to protect our athletes from the vigorous demands of their sport. So we thought a shield would be appropriate, and what better representation of the fact Kratos and his siblings protected Mount Olympus. Tagging on from Mount Olympus, we thought it was also important to include the mountain itself, if only for the reason that reaching an ultimate goal in sport is similar to the constant grind of climbing a mountain. What bigger mountain than Mount Olympus? So I would like to formally welcome you to KRAT! Your family for physical preparation.

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