Athleta Magazine (Issue 1)
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What they say: Athleta doesn’t have time but it has space. In time and in sports. It is a journey in the principle of resilience, in discovering your limits through your body. In the name of the goal to be reached, the point to be scored, the sacrifice to be made. The glory is fleeting, and you are still chasing the chimera. It’s not always reached. And so, you start again, you return to the snow, you go back once again to the pool, you prepare your gym bag and you lock yourself in the gym. There is a perverse mentality to playing at a highly competitive amateur level. The beginning of a struggle that is fundamental to feel the blood flowing.
Athleta is about telling this story in photos. It is the essence of strength and the absence of failure. That’s something that just doesn’t exist, when you know that you’ve given your all. The desire to try when there is no money to be won, but with simply the idea of being the best. These are pages to be looked at, explored and understood. They are images that have soul and touch the soul. They are details to discover. They are journeys to make.
What we say: While the pilot issue of Athleta does include an article about cycling (" 'Eroica' life" - about the throwback ride that celebrates cycling before it really became about $15,000 bikes), that's not what draws us to stocking this brand new publication from Italy. Instead, it's the distilled essence of passion that is represented in some words, mostly pictures, across cycling yes, but equally so in other disciplines. A fencer who had all four limbs amputated. Lethwei, a martial art so brutal a KO is the only way to win. "The park is my church", a pictorial exploration of hoops the world wide. And others.
As it explains its name:
Athlèta
Latin, from Gr. ‘athletès’, from ‘âthlos’, fight, race, competition.
One who is giving his all in an effort to overcome a sporting challenge, but, even more so, in an effort to surpass himself.
www.athletamag.com/ (Imported from Italy)
Athleta is about telling this story in photos. It is the essence of strength and the absence of failure. That’s something that just doesn’t exist, when you know that you’ve given your all. The desire to try when there is no money to be won, but with simply the idea of being the best. These are pages to be looked at, explored and understood. They are images that have soul and touch the soul. They are details to discover. They are journeys to make.
What we say: While the pilot issue of Athleta does include an article about cycling (" 'Eroica' life" - about the throwback ride that celebrates cycling before it really became about $15,000 bikes), that's not what draws us to stocking this brand new publication from Italy. Instead, it's the distilled essence of passion that is represented in some words, mostly pictures, across cycling yes, but equally so in other disciplines. A fencer who had all four limbs amputated. Lethwei, a martial art so brutal a KO is the only way to win. "The park is my church", a pictorial exploration of hoops the world wide. And others.
As it explains its name:
Athlèta
Latin, from Gr. ‘athletès’, from ‘âthlos’, fight, race, competition.
One who is giving his all in an effort to overcome a sporting challenge, but, even more so, in an effort to surpass himself.
www.athletamag.com/ (Imported from Italy)