Quebec entrepreneur Laurie Janelle has launched LIBE Clothing, a technical sportswear brand designed to prioritize enjoyment over athletic performance, following a severe health battle with COVID-19 and cardiac complications. According to reporting by Le Journal de Montréal, the brand’s mission centers on shifting cultural attitudes away from metric tracking in endurance sports.
From Competitive Endurance Athlete to Health Crisis
Before launching her business, Laurie Janelle maintained an identity deeply rooted in high-performance endurance sports, completing her first marathon at age 19 and competing regularly in road cycling and trail running. Five years ago, according to Le Journal de Montréal, she contracted COVID-19, which triggered escalating health issues, including cardiac complications that forced her to stop working and training entirely. Despite her initial attempts to push through competitive races upon returning to work, she suffered a relapse of the virus, leaving her bedridden and unable to walk.
Rebuilding Life and Redefining Sport
During her prolonged convalescence, Janelle worked with a physiotherapist specializing in cognitive-behavioral therapy to restart physical activity incrementally, beginning with two-minute basement cycling sessions. According to Le Journal de Montréal, this recovery process inspired her to question the cultural emphasis on chronos, personal records, and relentless performance in athletics. This realization led to the creation of LIBE Clothing, featuring technical outdoor and mountain biking apparel that blends functional design with streetwear influences and vibrant color palettes.
Community Engagement and Upcoming Events
LIBE Clothing currently distributes its products online, through select events, and at the Genetik boutique in Quebec City, as reported by Le Journal de Montréal. The company commits 1% of its profits to organizations that expand youth access to outdoor sports. Following its appearance at the Défi OSEntreprendre 2026, the brand is scheduled to participate in the Crankworx Mont-Sainte-Anne event from September 3 to 7 to connect directly with the cycling community.
