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NU is the best version of yourself.
At NU Apparel, we believe what you wear should remind you of who you are and who you are becoming.
NU Apparel exists at the intersection of faith, family, fitness, and fashion. Our brand is for people who are showing up for themselves daily, whether that's in the gym, in their faith journey, or in the quiet work of becoming more confident and disciplined. We are in your corner.
We believe in progress.
We believe in resilience.
We believe NU.
Our Founder
"It's not about me." -Rickey Covington
NU Apparel was founded by someone who understands that strength isn't just physical; it's spiritual, mental, and deeply personal. From his time in the fire service and harm reduction, Covington has seen how faith, family, fitness, and fashion can help people to feel and be their best.
In 2018, Covington had a dream of what would eventually become NU Apparel. What began as a personal commitment to strength grew into a brand designed to encourage others to believe in themselves, even on the days it feels the hardest.
Our Products
NU Apparel clothing is designed with purpose and performance in mind, making it ideal for workouts, everyday wear, and everything in between. From fitted tees to statement pieces, each item is created to move with you, to support both your physical training and your mindset.
We focus on:
- Quality materials that feel good and last
- Athletic fits that inspire confidence
- Simple, bold designs, rooted in strength
Our products combine comfort, durability, and clean design, all with the visual reminder to believe NU, push forward, and show up as your strongest self. It's not just clothing; it's a mindset.
Our MISSION
NU Apparel inherently understands not only how clothes make a person feel, but also how they make others feel about you.
We want to spread confidence, strength, and support, because we are all created with a purpose and are born to succeed.
Our wealthy, healthy lifestyle will create an irresistible culture of individuals who will change the world.
nu apparel all-stars
Kori Criddle: Senior Vice President
NU Apparel is far more than clothing— it is a calling!
NU represents new beginnings, new purpose, and a new life. That isn’t just a message we print on fabric; it is a testimony I live every single day. I am in recovery from substance use disorder, and that journey has reshaped everything I am. It has taught me humility, resilience, and the power of grace. Most importantly, it has brought me back to where I belong— fully surrendered to God! Today, I dedicate my life first and foremost to Him, and everything I do through NU Apparel flows from that foundation.
This platform is not about status or success in the traditional sense. It is about impact! I believe God has placed me here, in this role, at this time, for a reason— to reach people who feel lost, broken, or overlooked, and remind them that their story isn’t over. Through NU Apparel, I want to inspire the world by showing that transformation is possible no matter where you’ve been or what you’ve faced.
We are here to give back, to lift others up, and to meet people in their time of need— whether that’s through encouragement, Community, or tangible support. Every piece we create carries a message of hope, redemption, and purpose. NU Apparel stands for second chances, it stands for faith over fear, and it stands as proof that when you put God first, He can take what was once broken and turn it into something powerful.
This is more than a brand.
This is a movement— and I am honored to be a part of it.
Vicente Rosales: EXecutive vice president
To me, NU is a mindset before it’s ever a brand.
It’s the decision to show up as the best version of yourself even when no one is watching. It’s in the early mornings, the disciplined routines, the quiet prayers, and the moments where quitting would be easier, but you keep going anyway. NU is the bridge between who you’ve been and who God is calling you to become.
This platform is bigger than clothing. It’s a reminder. A statement. A daily reset. What you wear should speak life into you it should remind you that you are evolving, that you are capable, and that your journey has purpose. NU Apparel is here to reinforce that identity every time you put it on.
We believe God has given us this vision not just to build a brand, but to build people. To inspire confidence rooted in faith, discipline fueled by purpose, and a lifestyle that reflects both inner and outer transformation. Through NU, we will share stories, create community, and encourage others to lean into growth spiritually, mentally, and physically.
This isn’t about perfection. It’s about progression.
We’re using this platform to inspire people to walk boldly in who they are becoming, to trust God in the process, and to commit to the work required to get there. Because the best version of you isn’t someday it’s built daily.
NU is now.