Founder's Story

My name is Keith Benjamin, and I am the founder of Uphold Standard.

Uphold didn’t begin as a brand—it began as a promise to myself. For years, I felt like a quitter. Like I couldn’t trust myself when things got tough. Uphold grew out of pain, embarrassment, and eventually, forgiveness.

Growing up, being an athlete was my identity. From the time I was eight years old until my freshman year of college, football was everything—until it all came crashing down.

I gave up playing at the University of Cincinnati. That day still haunts me. I remember calling my mom in tears, saying I had quit, as regret crashed over me like a tidal wave. My self-confidence plummeted. I was lost, ashamed, and desperately trying to fill the void.

The truth is, I wasn’t ready. I was overwhelmed, immature, and running myself into the ground—poor sleep, procrastination, slipping grades. Quitting felt like my only option, and I carried that weight like a scar.

But that moment was also the beginning of a new journey.

I spent years fighting to earn back my own trust, to prove I wasn’t a quitter—that my best days were still ahead. Somewhere in those quiet, difficult days, the idea of upholding myself took root. At first, it was just a whisper: stand back up, keep moving, endure. Over time, it became a way of life.

Since then, I’ve battled and beat Stage II testicular cancer in 2022. I walked away from my 9–5 and built a business on my own terms. Most importantly, I started a family with my wife Alex, and our daughter Isabela, born just one month ago.

From sadness to sickness, from healing to family—Uphold was inspired by everything in between.

And I know I’m not the only one. We all carry battles—some visible, some hidden. Days where it feels like you’re falling apart inside, but you’re still trying to hold it together on the outside.

That’s why Uphold exists. Not just for me, but for anyone who’s ever felt broken, doubted themselves, or needed a reminder to keep going. Pain isn’t unique to any one of us. But together, we can turn it into something stronger.

This is your badge of honor.
This is your community.
This is UPHOLD.