I Can Overcome, Nothing’s Impossible: ICONI’s Angel Johnson on Innovation, Inclusivity, and the Power of Small Improvements

By ICIC | June 20, 2025

When Angel Johnson founded ICONI, she wasn’t thinking about the competition. She was thinking about the people who never saw themselves in fitness ads or felt welcome in traditional activewear spaces. People like her.

“I wanted to create something that felt real,” Angel says. “Not filtered. Not exclusive. Real people, real bodies, real support.”

ICONI, which stands for “I Can Overcome, Nothing’s Impossible,” has become exactly that. The inclusive activewear brand offers high-performance gear in sizes small through 4XL, designed with empowerment, comfort, and community at its core. And behind it all is Angel: a veteran, a solo founder, and a self-taught entrepreneur with a mission that runs deeper than sales.

Finding Community Through the ICCC Program

As ICONI gained momentum, Angel realized she needed support that went beyond YouTube videos and blog posts. That’s when she found the ICCC program, ICIC’s signature “mini-MBA” focused on capital readiness and sustainable growth for small businesses in under-resourced communities.

“I first heard about ICIC while researching programs for underrepresented entrepreneurs,” Angel says. “The mission and values really aligned with what I wanted to build with ICONI, so I applied for ICCC and got in.”

She completed the program in 2022, but her connection to it has lasted far longer.

“One of the most valuable things I got from ICCC was my mentor,” Angel says. “She’s still someone I turn to when I hit challenges. Her advice helped me shift from just ‘keeping up’ to actually planning ahead. It gave me a long-term lens.”

Through the ICCC program, Angel gained more than business strategies. She found a like-minded community that believed in building something bigger.

Innovation, One Percent at a Time

When people talk about innovation, it’s often in bold terms: new markets, industry disruption, major tech. Angel sees it a little differently.

“To me, innovation means making something just 1% better,” she says. “Those small improvements—the ones no one sees at first—are what create real change.”

That mindset drives ICONI’s approach to everything from product design to customer experience. Right now, Angel is developing a proprietary fabric that she hopes will set a new standard in activewear.

“It’s been over a year in development. We’re not rushing it,” she says. “We’re obsessed with every detail—how it feels, how it fits, how long it lasts. That’s the level of care our customers deserve.”

Of course, building something new takes time and money, two resources most small businesses have to stretch carefully.

“But I’d rather wait and get it right than rush and compromise,” she says. “That’s how you build trust.”

Exploring AI, On Her Terms

Earlier this year, Angel explored a new frontier in small business innovation: artificial intelligence.

She attended the Boulder stop of the Intuit More with AI Tour, a national initiative to help entrepreneurs harness AI tools responsibly. The event, hosted in collaboration with ICIC, featured opening remarks from Intuit’s Chief Data Officer Ashok Srinivasan and Colorado Senator Mark Baisley. Angel joined a small group of entrepreneurs for a private roundtable with Srinivasan to share insights and questions.

“It was such a thoughtful space,” she says. “It didn’t assume small business owners already knew everything about AI. It felt like a conversation, not a pitch.”

Angel left with a clear idea of how she wants to use AI at ICONI.

“I keep telling people—I want AI to help with the boring stuff,” she laughs. “Because nothing beats the creative magic of my photographers, videographers, and models. I love creative directing! AI can help me clear the clutter to focus on the parts that make ICONI feel alive.”

Her biggest takeaway? “Use AI with intention, transparency, and care—for your customers, your team, and your business.”

Building a Brand With Purpose

Looking ahead, Angel’s goals for ICONI are focused on thoughtful, values-driven growth. She wants to introduce the new fabric in bold, inclusive colorways and expand into retail spaces that reflect the brand’s mission. She also plans to grow ICONI IRL, a series of in-person events and pop-ups designed to bring the brand’s message directly into communities. Above all, she wants to build a team that shares the same passion she’s carried since day one.

“I didn’t create ICONI to chase trends,” Angel says. “I created it to make people feel strong, supported, and inspired.”

As the company grows, she’s staying true to the message that launched it all: I Can Overcome, Nothing’s Impossible.

About ICIC’s ICCC Program

ICCC is a 40-hour “mini-MBA” designed for established small business owners who want to lead, grow, and innovate in today’s fast-moving world. The ICCC program brings together executive education, networking, one-on-one coaching, and access to capital—empowering small businesses in under-resourced communities to break barriers, build stronger companies, and drive community impact. This expert-designed curriculum is offered at no cost to qualifying businesses, thanks to ICIC’s funding partners.

To learn more and apply visit icic.org/iccc.