The brand background started in 2019, when Otabek Umarov, the Head of the Triathlon Federation of Uzbekistan (UTF), created based on world famous symbolizing various sports icons, a graphic element, uniting and outlining most of that icons. The desire to convey the sports philosophy of courage and willpower became a starting point, and it was reflected in number 7 according to numerology, and which was visualized in the emblem.
For a long time, the logo bore no relation to commerce: the author as a matter of fact had no objection to its free use by sports organizations, manufacturers of sports equipment and accessories in their collections. Therefore, this caused a growing popularity of the brand among professional athletes, and further in the fan community. Thus, a unique case of people's marketing was developed.
Marketing research conducted in Uzbekistan in 2020 at the request of the Dubai-based Berkeley Square Investments corporation, intentional to invest in the production of sport equipment, had revealed a high level of popularity of the brand along with excellent indicators of brand loyalty. The Management of Berkeley Square Investments through the representing its interests in Uzbekistan company Urban Hayot, entered into negotiations with the Copyright Holder. As a result, a licensing agreement was signed, and based on it the rights to use the emblem were transferred to Urban Hayot LLC for 5 years, where Ross Connon and Oraz Abdurazakov became shareholders.