There's a version of this story where we sat down, looked at a spreadsheet, and decided it was time to expand into apparel. That's not what happened.
The real version is simpler. People were wearing our hats to the gym, on runs, at the track, and they kept coming back to buy more. Not because we told them to. Not because we marketed it that way. Because they loved the product and they wore hats when they were most active. For a lot of our customers, that meant training.
We'd see it constantly. Customer photos, tagged posts, people repping the Athletic Association logo mid-workout, mid-run, mid-race. It was one of the clearest signals we'd ever gotten from our community, and it wasn't subtle.
The only problem was that those products weren't made for it.
This Is Us Leaning Into Who We Are
Huega House started as a headwear brand. Jake and I built it from San Diego, one of the most active and health-focused cities in the world, and the brand took off because of the quality, the design, and the community that formed around it. The Athletic Association logo became our most recognizable mark. That logo is not subtle about what it represents.
Jake spent four seasons in the NFL alongside Aaron Rodgers. Between the two of us, we've worked with professional sports agencies and collaborated with athletes including Aaron Rodgers, Josh Hader, and Jake Cronenworth. Sports and performance have always been part of our DNA, and the brand was always going to end up here.
Momentum is not a pivot. It's us finally catching up to who we already were.
What We Actually Built
When we sat down to design the Surge Tee and Surge Short, we had one clear standard: all-purpose. Not gym-only. Not running-only. Something soft enough to lounge in, structured enough to train in, and clean enough to wear running errands without looking like you just came from the gym, even if you did.
The Surge Tee
The Surge Tee is built from a four-way stretch performance fabric. Lightweight, moisture-wicking, and cut to sit between compression and boxy. Flattering without being restrictive. The kind of shirt that disappears once it's on and lets you move without thinking about it.
Available in Black, White, and Graphite. Three neutrals that work across every training environment and every day after it.
The Surge Short
The Surge Short has a 6.5" inseam, and that was a deliberate decision. Long enough to move freely in any direction, short enough to not restrict knee drive on a run. A length that works at the squat rack, on a trail, and at the coffee shop on the way home.
Available in Black, Graphite, and Sandstone. A palette built for versatility, not trend-chasing.
The Performance Hat Lineup
The Momentum Collection also introduced three new performance hats designed to complete the kit. The Icon Performance is our structured high-profile option built for the gym and heavy training. The Aero is a lightweight mid-profile nylon hat that moves between training and daily wear. The Flow is built specifically for running, with a low profile, mesh back panel, and maximum airflow for warm-weather distance.
Every detail on these products was considered. The fabric. The fit. The colorways. The packaging and hangtags carry the same intentionality as everything else we make.
The Customer We're Building For
Our customer appreciates quality. They care about how they look and how they feel. They're usually athletic and health-focused, maybe a serious runner, maybe someone who just takes their training seriously. Maybe a sports fan who grew up watching the same athletes we've had the privilege of working alongside.
That person was already wearing Huega House. The Momentum Collection is just the first time we've given them something built specifically for how they were already living.
If that sounds like you, here's where to start: the Icon Performance Black + Surge Tee Black + Surge Short Black is the complete training kit. Everything built to work together, nothing redundant.
Cherish the Journey
The tagline has always been "Cherish the Little Things." People usually think about the product details when they hear that, and there are plenty of them, from the fabric construction to the way we package every order.
But the reminder runs deeper than that. It's about the moments inside the training. The early morning run before the city wakes up. The set you didn't think you had left in you. The first mile after a long week. Seeing progress when you weren't sure it was coming.
Those moments don't need a perfect backdrop. They just need the right mindset and gear that gets out of the way so you can be fully in them.
That's what Momentum was built for. Not to be the loudest thing in the room. To be the thing you reach for without thinking, because it fits your life exactly the way your life actually looks.
We're proud of what we built. And we're just getting started.
Jonathan Ruley & Jake Ryan, Co-Founders, Huega House
Frequently Asked Questions
What is the Momentum Collection?
The Momentum Collection is Huega House's first performance apparel line, launched April 2026. It includes the Surge Tee, Surge Short, and three new performance hat silhouettes: the Icon Performance, Aero, and Flow. Every piece is built from performance fabric and designed for training, running, and daily wear.
Where is Huega House based?
Huega House is based in San Diego, California, one of the most active and health-focused cities in the world. The brand was co-founded by Jonathan Ruley and Jake Ryan, a former NFL player who spent four seasons with the Green Bay Packers alongside Aaron Rodgers.
What makes Huega House different from other activewear brands?
Huega House started as a premium headwear brand and built a loyal community before expanding into apparel. The move into activewear was driven by the community itself — customers were already training in Huega House products. The Momentum Collection is the natural extension of a brand that has always been rooted in sports, performance, and quality. Every product is designed to work as hard as the people wearing it, without sacrificing the clean aesthetic the brand is known for.
What is the Surge Tee made of?
The Surge Tee is built from a four-way stretch performance fabric. Lightweight, moisture-wicking, and fast-drying, with an athletic fit that works for training, running, and daily wear.
How do I build a complete Huega House training outfit?
Start with one base colorway and build from there. The Icon Performance Black + Surge Tee Black + Surge Short Black is the most versatile starting point. For full outfit combinations and styling guidance, see our complete athletic outfit guide.
