LOS ANGELES, March 24, 2011 /PRNewswire/ -- Athletic Propulsion Labs® announced today a new $195.00 price point for all APL® Concept 1 basketball shoes and the introduction of a limited edition, signature electric green shoe.

"The lowering of the APL Concept 1 price point from $300.00 to $195.00 is designed to expand the reach of our revolutionary products so that a broader group of basketball players can experience the benefits of our technology. Due to the extraordinary growth we've had as a company in such a short time, we have become more efficient, and this has allowed us to make the APL Concept 1 more affordable to our customers," said Co-Founders, Adam and Ryan Goldston. Until today, the company's Concept 1 basketball shoes had been priced at $300.00 and were considered one of the most expensive basketball shoes in the world. APL has seen strong demand for its products since October 19, 2010 when the NBA banned the Concept 1 due to an "undue competitive advantage." The NBA ban was a result of the benefits provided by APL's revolutionary Load 'N Launch™ technology which is designed to instantly increase vertical leap. Today's announcement of the new $195.00 price point covers all APL Concept 1 shoes sold on the company's website at www.AthleticPropulsionLabs.com and is designed to expand the audience for the products.

The company is introducing the limited production $195.00 APL Concept 1 Green Edition today as a special anniversary product. The APL signature green color was inspired by the unique, eye-catching paint seen on some of the world's exotic supercars, which have been a primary inspiration for the design of the APL Concept 1 basketball shoes.

The Concept 1 Green Edition features a carbon-fiber synthetic upper with a black and green performance outsole and the company's revolutionary Load 'N Launch™ Technology designed to instantly increase vertical leap.

The Concept 1 Green Edition shoes are available exclusively through www.AthleticPropulsionLabs.com, and buyers will also receive a free gift of an APL Reversible Gym Bag with purchase of the Green Edition shoes.

ABOUT ATHLETIC PROPULSION LABS®:

Athletic Propulsion Labs was founded in Los Angeles, California by twin brothers Adam and Ryan Goldston, two former University of Southern California basketball players. The company is dedicated to the creation of world-class, breakthrough technology that significantly enhances the performance of athletes in a variety of sports. The inaugural product from Athletic Propulsion Labs, the patented APL Concept 1 basketball shoe, features the revolutionary Load 'N Launch™ Technology. The patent-pending Load 'N Launch™ device is implanted in a cavity in the forefoot of the shoe and serves as a 'launch pad' by taking the energy exerted by the player and increasing lift with the aid of an intricate, spring-based propulsion system. In biomechanical testing at a leading west coast university laboratory, the Athletic Propulsion Labs Concept 1 shoes delivered increases in vertical leap of up to 3.5 inches when compared against a leading competitive brand's most expensive basketball shoe.

APL's Concept 1 basketball shoes were introduced on March 24, 2010. The NBA ban of the APL Concept 1 shoes occurred on October 19, 2010 and marked the first time in the 64-year history of the NBA that a shoe was banned because it provided an "undue competitive advantage." The NBA ban of the APL Concept 1 shoes became an instant global news event and was one of the most popular stories of the day. According to Google, over 250,000 articles on the ban were published within 24 hours of the announcement, including those by AP, USA Today, Yahoo! News, ESPN, Sports Illustrated and television and radio media worldwide.

For more information on Athletic Propulsion Labs and the Concept 1, please visit the website at www.AthleticPropulsionLabs.com.

Contact: Ashlee McNulty, +1-310-229-9098, ashlee@theuxb.com

SOURCE Athletic Propulsion Labs