About

A creative sport studio rewriting the rules of sports culture through made-to-order apparel, and other drops.

Born from the rage of a failed sprinter who chased elite glory and got caught up in the pursuit. we exist to disrupt a stats-obsessed system that buries pain.

Bete Noir Sport is a guide for the ones that feel and felt lost through sport, to guide them into a world where they can transform that identity, and tension that they once found through the pursuit of the goal.

Bete Noir Sport was born from the overwhelming boredom of the current context of sports culture. The boredom of a statistics-obsessed industry, built on a system of abuse, terror, corruption, pain, and fear.

But worst of all; the loss of self.

The project exists to bring light to the internal dialogue of the soul-dying sports star.

What is the by-product of a winning athlete?

—> An entire generation of failed athletes.

—> An anxiety-led generation of superhumans with no Plan B

—> An addiction to the adrenaline in the pursuit.

Bete Noir Sport is a statement and an effort, a push, an urge towards mental health, self-expression, liberation, and love.

The sports world thrives on winners, but what about those left behind? The “failed” athletes, the anxiety-driven superhumans, the ones addicted to the rush.

We’re here to amplify those voices, elevate conversations to encourage you to reclaim your fire, transform your identity, and find peace.