It all began with an athlete searching for a better hat. Jeff Medici, founder and CEO of Fury Athletix, recognized a gap in the athletic headwear space. There were plenty of athletic wear companies that happened to offer hats, but no athletic headwear company focusing on hats specifically. His goal was to develop a hat for athletes that multiplied their performance and would serve as a recognizable badge that unites athletes of all kinds.

We have always believed that performance and competitive motivation multiply when combined with hard work and dedication. That is what unleashing yourself is all about.

This is a hat for those who are searching for their best self, and aren’t afraid to find it within.