Believe I Am — Providence, Rhode Island

A collection of transformative designs and apparel that helps aspirational women succeed in life and in sport by developing positive beliefs about themselves.

Believe I Am is a collection of products designed to empower women and help them succeed.

Each item has a motivational message transformed artistically into beautiful, fun, cryptic designs by women who really use them.

A portion of Believe I Am's proceeds are donated to organizations, such as Girls on the Run, which aims to help young girls celebrate their bodies, honor their voices, recognize their gifts and activate their limitless potential as young women.


Founded: 2011

Mission: Through apparel and visual cues, Believe I Am helps women become brave enough to set goals, dedicated enough to put the work in, focused enough to make good life choices that support their goals, and confident enough to give their all without fear of failure.

Description: Started by USA Champion Lauren Fleshman and Irish Olympian Ro McGettigan, Believe I Am is a collection of transformative designs and apparel that share sports psychology techniques used by pro athletes to help aspirational women succeed in life and in sport by developing positive beliefs about themselves. Everything they make is designed around the use of "visual cues," eye-catching statements used by pro athletes all over the world to maximize performance and enjoyment by keeping them in a particular, desired state of mind. When you use visual cues, they help you form positive beliefs about yourself, and positive self beliefs make you brave enough to set goals, dedicated enough to put the work in, focused enough to make good life choices that support your goals, and confident enough to give your all without fear of failure.

These techniques are particularly powerful when combined with apparel. Clothing has enormous power over how we feel and act. Put a kid in a superhero costume and he starts running around like Superman. Wear sweats and you feel lazy, but once you put on your little black dress, you transform into someone who is ready for a night out! Putting visual cues on clothing has enormous power. The message is for the wearer, not the outside world, so our visual cues are words transformed artistically into beautiful, fun, cryptic designs by women who really use them. At first glance, each design appears to be a flower or shape to an outsider, but when you look closely it contains a word or statement. You see the word, you wear the word, you feel the word, and over time you become the word.

Professional athletes Lauren Fleshman and Irish Olympian Ro McGettigan became friends in 2003 when they were Rookies on the international Pro Track and Field Circuit. Lauren loved Ro's spirit (and her Irish accent) and Ro thought Lauren was a fireball of energy. Their special connection had no competitiveness, but rather a desire to simply be buds and help one another improve. Every summer during track racing season, they would meet up at exotic and not so exotic places around the globe and share our tricks, secrets and struggles. Through Believe I Am, Lauren and Ro want to provide this kind of encouragement and empowerment to athletes at all levels. In their first year of business, Believe I Am donated a portion of their proceeds to Girls on the Run, an organization that uses the power of running to provide girls with the tools to celebrate their bodies, honor their voices, recognize their gifts and activate their limitless potential as young women.

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