At NOVUS, our mission has always been to elevate purpose-driven athletes—those who lead with conviction, train with intensity, and strive to live out their values in everything they do. That’s why our latest collaboration with world-renowned performance coach Phil Daru is more than just an apparel drop—it’s a partnership forged in shared values.
On June 17, we’re proud to launch the first-ever retail line for Daru Strong, designed in partnership with Phil Daru and built for those who push the limits—mentally, physically, and spiritually.
A Partnership Forged in Shared Values
Phil Daru isn’t just a coach—he’s a driving force in elite performance. A former professional MMA fighter and award-winning strength and conditioning trainer, Phil has shaped the careers of UFC champions, Olympians, NFL players, and military professionals through his relentless training, proven methodology, and uncompromising standards.
Beyond the accolades, it’s Phil’s commitment to discipline, faith, and personal growth that made him the perfect partner for NOVUS. His mantra—strength with purpose—resonates deeply with our belief that greatness isn’t just about performance; it’s about mastering skills that are aligned with your purpose and the journey that gets you there.
From our first conversation, it was clear we were building more than apparel—we were creating purpose-driven sportswear: gear that reflects a mindset rooted in discipline over comfort, faith over fear, and leadership over ego.
Thoughtfully Designed. Purposefully Built.
We had the honor of hosting Phil at NOVUS HQ for an exclusive visit, where he led a high-intensity training session with our team and local athletes. That experience was a firsthand look into the fire he brings to everything he does—and the same fire we brought to this collection.
Each piece in the Daru Strong x NOVUS line was developed to match every phase of Phil’s journey as a world-class athlete: from training, to performance, to recovery.The training side of the collection features sleeveless performance hoodies and our signature lounger—lightweight, moisture-wicking, and built with four-way stretch to move with you, rep after rep. Every detail from the cut lines to the fit, is tailored to complement high-performance athletes.
Recovery pieces include our premium washed hoodie and washed cotton tee — built for recharging between sessions and warming up for what’s next.
This isn’t just apparel. It’s gear made for those who lead with purpose—in the gym, on the field, and in life.
Why Phil Daru Embodies the NOVUS Athlete
At NOVUS, we celebrate those who rise above mediocrity. Athletes who know that training is about more than building muscle—it’s about building character. Phil is a powerful example of that kind of purpose-driven athlete.
From humble beginnings in Broward County, Florida, to becoming a globally respected performance coach, Phil has never stopped pursuing greatness. His journey from Division I football to professional MMA to coaching the world’s best is a testament to living a life of passion, conviction, and perseverance.
Like NOVUS, Phil is driven by legacy—creating a ripple effect through the lives he impacts every day. His work at the Daru Strong Performance Center, his unwavering faith, and his commitment to helping others become the best version of themselves mirrors our mission to inspire athletes to claim their crown.
A Drop With a Higher Calling
This isn’t just a product launch—it’s a reflection of shared values.
This limited drop was made for those who train with intention, lead by example, and hold themselves to a higher standard—on and off the field.
This line isn’t about chasing wins. It’s about building something that lasts.
Claim Your Crown.