About IMPOSSIBLE®
It always seems impossible until it's done.
IMPOSSIBLE® is a performance lifestyle brand for people who push their limits. We make drink mixes and training apparel for athletes, entrepreneurs and anyone who wants to do something impossible.
How it started
Joel Runyon started IMPOSSIBLE in 2010. Unemployed and laid off from UPS, he started an Impossible List: a list of goals that seemed actually impossible. Then he decided to start seeing if he could do them. Slowly, he crossed them off, one at a time.
IMPOSSIBLE now creates products, resources and tools to help others take on their own impossible challenges.
About our founder
Joel Runyon is the founder of IMPOSSIBLE. He has run ultramarathons on all seven continents and raised nearly $200,000 for Pencils of Promise through the 777 Project, helping build schools. More about Joel →
What we make
- Impossible Energy: a zero-sugar energy drink mix for training and long days.
- Impossible Sleep: a nighttime drink mix with magnesium, L-theanine and glycine.
- The Impossible Shirt and training apparel: gear built to be worn hard.
We research what goes into our products, and we publish that research on our Health Blog.
Who we are
IMPOSSIBLE is run by Impossible LLC in Austin, Texas. IMPOSSIBLE®, the IMPOSSIBLE® logo, DO SOMETHING IMPOSSIBLE®, IMPOSSIBLE NUTRITION® and IMPOSSIBLE FITNESS® are registered trademarks of Impossible LLC. See all our trademarks.
Giving back
IMPOSSIBLE.org is our giving program. It sends support directly to partners like Kiva and Pencils of Promise.
The IMPOSSIBLE network
- IMPOSSIBLE HQ: the brand's home, with stories and challenges
- IMPOSSIBLE Fitness: workouts and training
- MoveWell: the mobility app
- Shop IMPOSSIBLE® on Amazon
Follow along: Instagram · YouTube · TikTok · X · Facebook
Questions? Contact us.