US-born sneaker brand R.A.D has officially launched in Australia, opening a dedicated website and partnering with local distributor The Move Better Project to boot.
The brand is also continuing its wholesale partnership with TWL, an online sporting retailer.
As part of the local launch, the R.A.D ONE V2 training shoe was made available locally, with the R-1 training shoe coming soon.
The brand was launched in 2022 with its R.A.D ONE shoe, which was designed by a specialist internal team including head of innovation Tom Berend, the former lead innovator at Nike’s Innovation Kitchen.
Founder and CEO Ben Massey confirmed the brand sells directly to consumers through websites in the United States, the United Kingdom, Europe and Canada, with a handful of “R.A.D Authorised Dealers” in regions where the brand doesn’t have a direct presence, such as in Europe, Australia, and Mexico.
“Launching in Australia was a natural next step for R.A.D,” Massey said. “The country has one of the most passionate and committed training communities in the world, and that energy aligns perfectly with what we stand for.
“CrossFit and functional fitness are massive in Australia, and we’ve had a growing crew of elite athletes and fans repping R.A.D over the past couple of years. The demand was already there. This launch was about meeting it properly, with local support, faster shipping, and a deeper commitment to the region.”
According to R.A.D, the brand has made regular drops globally that sell out in minutes, and has a growing global community, with elite athletes on its roster such as five-time CrossFit Games athlete Danielle Brandon.
The brand’s Australian entry also comes as the global footwear market is predicted to hit US$500.55 billion in 2025 (~A$770b), with an annual growth rate of 3.58 per cent over the next five years, according to research firm Statista.
The global athletic footwear market in particular is set to hit US$196 billion, according to another firm Grand View Research, which added that the local athletic footwear market in Australia is projected to hit $2.2 billion with a CAGR of 5.9 per cent.
Massey said that delivering a seamless experience in Australia was a non-negotiable, so local warehousing, customer service and community activations were essential before launch.
This included bringing the brand’s van drop concept to the CrossFit Games qualifying event Torian Pro in Brisbane over the weekend. Spectators had the chance to experience R.A.D brand and purchase products in person.
Massey added that its London headquarters will stay closely involved in the Australian push as it onboards local team members, “ensuring the brand voice, creative, and customer experience meet the same high standard we hold globally.”
“R.A.D has grown through a grassroots approach from day one,” Massey said. “We’re proud that for our first three years, we didn’t run a single paid ad.
“While we’ve started testing performance marketing in a limited way, it’ll never be the foundation of how we grow.
“People crave real connection, so in Australia, we’re showing up through partnerships with coaches, athletes, and local events. It’s all about building community, not just acquiring customers.”
Looking ahead, Massey confirmed the brand has new shoes in development across running, skateboarding and trail, which are expected to be released locally as well as globally.