Mo Wadhwani is a “freak.” A successful Indian-American businessman lacking previous intense physical training, Mo was not the typical image of an Ironman. After all, the triathlon consists of a 2.4-mile swim, a 112-mile bike ride, and a 26.2-mile run. Nevertheless, eight weeks before his first competition, Mo contemplated previous comments he’d received regarding his “freak” mentality to push himself past his current limits. There was something to be done here, he figured. The concept of Athletifreak was sparked.
Noor is Mo’s wife with a versatile background in fashion and design and just as driven as her husband. A creative mind also from India, her forte is intentionality and minimalism: two characteristics essential to effective athletic wear.
And thus, Athletifreak—the entrepreneurial, luxury lifestyle fusion of the couple’s passions—was born. Mo had reclaimed the unflattering reference to his ambition as his own.
The Brand
Athletifreak, founded in 2021, is based out of Basking Ridge, NJ, and thrives on the mentality that “Greatness Lies Within.” No matter the reason for movement, Athletifreak preaches that the same innate “freak” energy binds everyone together. The brand puts these words into action with eight different types of apparel fabric—Ultralux, Infinitech, Core, Hybrid, Airtech, Always On, Airloom, and Airlite—boasting a wide range of gear fit for every athletic type.
Ultralux is a heavyweight material designed for comfort and functionality utilized in their jackets and hoodies. Their Infinitech products are lightweight and breathable in addition to being anti-microbial and moisture-wicking. These include tees, tanks, and half-zips. Core apparel is engineered with four-way stretch, efficient for their leggings and other pant types. Hybrid is their sustainable line of athletic wear: soft, breathable, and quick-drying. Airtech tees and tanks are incredibly lightweight, a mix of luxury and functionality. Always On apparel is shirts branded to move with the wearer, with its lightweight texture and breathability.
Community is also at the forefront of Athletifreak’s brand, not simply movement. Consequently, they introduced the D.Feet the Odds initiative—a campaign where Athletifreak donates a pair of socks to underprivileged children in India for every item bought. Since its establishment, the initiative has donated over 15,000 pairs.
Falling in line with their commitment to positivity and empowerment, Athletifreak drops a limited-edition single product monthly. Since the number 15 symbolizes new beginnings, growth, and progression, they schedule the drop for the 15th of every month. Past drop themes have included “Free Your Mind,” “Believer,” and “Citius-Altius-Fortius.” Inspired by the motto of the Olympics, the latter translates from Latin to “Faster, Higher, Stronger.”
The brand additionally operates on a sustainability of 60%, a number that they say is only the beginning. Currently, their Hybrid products contain organic cotton and recycled polyester. Their Infinitech products contain Supima cotton—considered sustainable because of its farming practices and longevity—and recycled micro-polyester.
Shop Athletifreak
Coupled with an online store, Athletifreak lives in four boutiques across the state. A fifth boutique dubbed “Brick Five” opens in The Mall at Short Hills in Short Hills, NJ, on Saturday, Oct. 12. The other four “Bricks” stand in Bridgewater, Edison, Paramus, and Basking Ridge.
