What do we mean by "CONQUER THE UNIMAGINABLE?"

When we set out to create the new tagline for a.fatti, we didn't want the typical marketing jargon. We wanted a statement that embodies the story of our founder and inspires others to make positive changes in their lives. Because here's the thing… the vision behind a.fatti isn't about us. It's about you. Your obstacles. Your goals.

Simply put, we didn't just want a tagline for a.fatti. We wanted a call to action.

Here's what we mean…


Years before founding a.fatti, Allen Belfatti was overcome by drug addiction, which led to his being homeless on the streets of Philadelphia. He thought it was game over. The idea of being happy again, or living any life at all, seemed impossible. But after having a daughter and getting the help he needed, he turned things around. He fought hard to make changes in his life, not just for himself, but those around him too. He started running marathons, helping others at recovery centers, and building the a.fatti brand—all of which had once seemed unimaginable.

Or, take this story about a former California surfer, Robert Owens, who was once convinced he'd "screwed up" his life by dodging the draft and not taking school seriously. Robert's father would eventually give him a stern warning: "Fight to stay relevant. Fight to stay in the game, otherwise they will write you off." Robert went on a path to redemption, joining the U.S. Air Force Pararescue team, counseling troubled college students and physically pushing himself to new limits. Now 66 years old, Robert has completed a dozen Ironman challenges, and he will soon do the unimaginable: run seven marathons in seven days on seven continents as part of the World Marathon Challenge.


In both cases, they overcame the odds and they are still fighting to redefine what's possible for their lives.

All of us have obstacles. Some may be small. Others may be soul-crushing. But each of us also has the potential for greatness. And believe it or not, that potential is far stronger than the hurdles that are standing in the way of the life you want to live.

At a.fatti, we believe that giving up is not an option. We urge you to keep fighting. Push harder. Dream big and do whatever it takes to CONQUER THE UNIMAGINABLE.