Skip To Content

Action Sports Press Release

so ill shoes press release image Dan Chancellor, founder of So ilL stands with Sang Lee of action sports

So iLL • Action Sports Equipment Partnership

So iLL brand founder, Daniel Chancellor, is pleased to announce that So iLL and Action Sports Equipment factory owner, Sang Lee, (located in Fullerton, CA) have partnered for the development of all So iLL footwear.

Sang Lee has 20 years of experience in climbing shoe production as well as various shoe development in other categories, while So iLL has 15 years of experience in the climbing industry. Together, the two are changing the future of climbing shoes with fashionable high performance footwear.

Action Sports Equipment, known worldwide for its work with major brands such as The North Face, 5.10, K-Swiss, Deckers (and others), will now produce and manage Dark Matter Rubber - an industry first coloured, sticky rubber, as well as black sticky rubber. With 20 years of experience in climbing shoe rubber, Dark Matter, now in the hands of the UnParallel Rubber Family (dba Action Sports equipment), is the stickiest climbing shoe rubber in the world - fully engineered and processed in the USA.

This partnership for shoe production and rubber supply is second to none. Future shoe developments and footwear technologies are coming soon and full USA production is on the way for So iLL.

Daniel Chancellor says, “It is an honour to partner with Sang Lee for So iLL footwear. It’s a dream of mine to work with someone of his caliber in the footwear industry. For him to believe in our brand and what we are creating is humbling. We are very excited about the future. Good things are ahead and the technology Sang is creating for So iLL will continue to change the game.”

Let's TAKEHOLD Together.