NOVUS
BEHIND THE LOGO
The NOVUS crown comes directly from James 1:12, the promise that those who remain steadfast through trials will receive the crown of life. That verse is the foundation of our identity. It’s why the crown is more than a logo; it’s a symbol of endurance, growth, and purpose.
Beneath the crown, the three dots represent our pillars: Passion, Conviction, Perseverance.
They’re the values that guide every design decision, every collection, and every story we tell. The verse gives the crown its meaning, the dot icons give it direction.
This is the heart of NOVUS: a brand built on purpose, defined by its pillars, and rooted in the message that inspired it from the start.
OUR MANTRA
CLAIM YOUR CROWN
Inspired by a childhood bedroom poster featuring James 1:12 — “Blessed is the one who perseveres under trial”— NOVUS is rooted in faith and purpose. Our mantra, "Claim Your Crown," celebrates a life of passion, conviction, and perseverance. It’s a call to rise above challenges, overcome adversity, and pursue greatness in every aspect of life.
MISSION + PURPOSE
EMPOWERING PURPOSE-DRIVEN ATHLETES
NOVUS is about more than just the products we make; it’s about outfitting those who rise above and chase their dreams with unwavering determination. Whether it’s athletes, teams, or everyday champions, we’re committed to supporting individuals who embody resilience and strength. The crown you see on our gear is more than a logo—it’s a symbol of the journey, the challenges faced, and the victories claimed along the way.
OUR VALUES
THE TRINITY
Passion: A love for the game and everything it demands. It’s that spark driving you to show up, work harder, and reach for more—every single day.
Conviction: Stand firm in your beliefs. Commit to your goals with unwavering determination—your hard work will pave the way for greatness.
Perseverance: Stay relentless in pursuit of your goals. Every setback is an opportunity to come back stronger. Rise above challenges and never give up.