By Emma Castleberry
Two Asheville-based brands—sports nutrition company Fuel Goods and apparel maker Pressio—have partnered to launch the Together We Rise (TWR) campaign, a relief initiative designed to help Western North Carolina’s outdoor and endurance businesses rebuild. The campaign endeavors to sell 1,000 custom-designed t-shirts, with all proceeds going directly to “the businesses at the heart of WNC’s outdoor community and spirit—those that have been hit hardest and play such a vital role in what makes this area truly unique,” says Laura Jorgensen, CEO of Fuel Goods.

Runners stretching at an 828 Community Endurance event
Fuel Goods felt the impact of the storm, but had something to salvage afterwards. “So many around us didn’t,” says Jorgensen. “Just steps away, people lost everything. Moving on with business as usual didn’t feel right. We knew we had to do something meaningful to support our neighbors and when we started circulating the idea we instantly had amazing support from others in the community.”
Designed by Ashlee Kothenbeutel, the t-shirt features a sunrise over the Blue Ridge Mountains, symbolizing resilience and renewal.
“For this project, I was really inspired by the beauty of the Blue Ridge Mountains,” Kothenbeutel says. “The word ‘rise’ felt so strong to me—it’s powerful and full of resilience. I felt it should be the main focal point of the design.”
Kothenbeutel also included Fuel Goods’ lightning bolt logo in the background of the design as a nod to its commitment to the community.
“What Fuel Goods is doing to support local businesses and lead relief efforts is so vital to helping this area get back on its feet,” the designer says. “That’s what I love about the endurance community—it’s nationwide, and we’re ready to lift each other up when times get tough, knowing we might need that support ourselves someday.”
Tera Pruett, owner of Unstoppable-Strength, Endurance and Adventure Coaching, lost her gym to flooding during Helene. “I spent more than 20 years building my dream, piece by piece,” she says. “Helene tried to break us, but we came together in ways that redefine the words Appalachian Strong, Mountain Folk, WNC Strong, AVL Strong.”
Pruett will use funds from the TWR campaign to help her rebuild her gym space. “Together, we’ve learned that our strength lies in community,” she says. “I will always be a person of hope, because I know that hope is the way forward. But it can’t happen without the force of community.”
As of mid-November, the TWR campaign was nearing its 1,000-shirt goal, and the shirts will continue to be sold after the goal is met. But Jorgensen is quick to note that Together We Rise is much more than a t-shirt sale—it’s a movement. “This support goes beyond buying a shirt,” says Jorgensen. “The TWR Campaign is about much more than just recovery—it’s about sustaining the spirit of the 828 Endurance Community. This campaign is an invitation for everyone who loves Western North Carolina to stand together and help us rebuild, so our community can continue to thrive and inspire for years to come.”
Shirts are available in men’s and women’s sizes at FuelGoods.com. Buyers can choose from three price options ranging from $28 to $100.