FRAME LANE

Road, trail and the distance between.

FRAME LANE is Frame's athlete team — created to connect performance, community, and the stories behind the run.

The team begins with three athletes across road, trail, and ultra-distance running. Each athlete carries a different story, a different discipline, and a different relationship with effort. What connects them is consistency, curiosity, and the commitment to keep moving forward.

FRAME LANE was created to build a deeper relationship between athletes, product, performance, and the running community we are growing through FRAME RUN CLUB. This is not only a team of runners — it is a way to document the people shaping the culture of running around us.

Why FRAME LANE EXISTS

Running in the GCC is changing. It is no longer only about weekly community runs or race-day results — it is becoming a culture shaped by road sessions, track work, desert trails, mountain races, long-distance goals, and the people who bring those worlds together.

FRAME LANE was created to give that movement a more personal form. Through this team, we want to support runners who are actively shaping how the sport is seen, practiced, and shared — some chasing road performance, some drawn to technical trails, some building brands, raising families, preparing for ultras, or balancing training with demanding professional lives.

Not a traditional ambassador program

FRAME LANE is not built first around reach, follower count, or one-off product posts. It is an athlete team built around relationship.

The goal is not simply to ask athletes to represent Select Frame — it is to support their own goals, document their process, and create a bridge between individual performance and the wider running community. FRAME LANE is about long-term storytelling, shared training, race preparation, product feedback, and community connection.

It is not about asking athletes to stand in front of the brand. It is about building something with them.

FRAME LANE and FRAME RUN CLUB

FRAME RUN CLUB remains the foundation of our running community — it is where we meet, train, connect, and grow together. FRAME LANE does not replace FRAME RUN CLUB. Instead, it adds another layer to it.

FRAME LANE athletes connect with the community through selected sessions, race preparation, road and trail programs, product feedback, storytelling, and future training projects.

The relationship is simple:

FRAME RUN CLUB is the community.
FRAME LANE is the athlete team that brings experience, perspective, and
performance back into that community.

Together, they create a space where running can be more than a session, a race, or a result.

It can become culture.

Links:
@FRAMERUNCLUB
STRAVA

The First Athletes

FRAME LANE begins with three athletes.
01 / Mohammad Alshafiei

01 / Mohammad Alshafiei

01 / Mohammad Alshafiei
Discipline
Road Running
Home Base
United Arab Emirates
Links
Instagram Flight Apparel Strava
Focus
Marathon performance, road running, consistency, entrepreneurship, community.
About
Mohammad never planned to become a runner. In June 2022, after reading Can’t Hurt Me by David Goggins, he laced up his shoes and signed up for a marathon with no running background. Six months later, he stood on the start line of his first full marathon.

What began as a personal challenge quickly became a way of life. Since then, running has become the lens through which Mohammad explores his potential — moving from first-time marathon finisher to a sub-3-hour marathoner at the 2025 Berlin Marathon.

An Emirati runner and co-founder of FLIGHT Apparel, Mohammad brings discipline, consistency, and entrepreneurial energy to FRAME LANE. His work with FLIGHT reflects the same commitment that drives his running: building something that serves, supports, and inspires the running community.

For Mohammad, running is not only about racing. It is about discovering what is possible when curiosity becomes commitment, and commitment becomes a way of life.

FRAME LANE 01.

The First Chapter

This is the first chapter of FRAME LANE.

Three athletes.
Three different paths.
One shared direction.

Road, trail, and the distance between.

FRAME LANE begins here.