Outdoor Insight

46 • Outdoor Insight • August 2018 outdoorinsightmag.com "Direct to garment printed looks and elaborate jacquards that do not compromise stretch/function will be in high demand for 2018." Javier Fernandez. Stance director of marketing for performance S pecific sports can call for specific socks. Historically, "running and cycling require bold color and pattern as a baseline for entry," says Molly Cuffe, director of global communications for Smartwool. Meanwhile, hiking collections tend to be more classic in aesthetic as "we tend to take our color cues from more nature-inspired palettes," she says. Take a Hike "When hiking, efficiency and less bulk are key," according to Cuffe. Smartwool's PhD Outdoor Approach Mini and Crew have targeted cushion- ing for a smoother fit in boot. Shock absorption and technical factors are also important, she notes, as some elite trail runners and long distance hikers opt for more non-traditional hiking shoes (read: more trail running-type footwear). Eurosock has relaunched its brand with a new logo and tagline "mountain lifestyle," placing emphasis on its adventurous core. The firm's socks are reinforced with a nylon outerweave to aid in durability with keeping the inside soft. "Hiding in the urban jungle is no easy task" notes Eurosock national sales manager Ed Wray, with camo designs proliferating. "Hiking is transitioning beyond the traditional trail to include more urban journeys," comments Dave Petri, VP–marketing for Farm to Feet. To accommodate, the three-quarter height Max Patch "fits squarely between hiking and lifestyle" with a mountain-scape graphic, low/casual height and technical foot design. Wigwam product manager Laura Ubbelohde- Korff sees a shorter length sock as a trend, with "mid-crew and typical crew lengths piquing the interest of a younger customer." While Merino is a popular choice, a Merino/nylon blend can add durability and added moisture properties at a competitive price point. For Fall 2018, Wigwam will introduce new Traverse Peak, Pinnacle Ridge and Merino Comfort Ascent hiking styles. "Direct-to-garment printed looks and elaborate jacquards that do not compromise stretch/func- tion will be in high demand for 2018," according to Stance director of marketing for performance, Javier Fernandez. The brand introduced Feel 360 technology (a proprietary treatment enabling socks to adapt and react to the environment around the foot) into nearly all of its performance socks this year to elevate freshness, dryness and durability in its offering. On the Run Zensah CEO Ze'ev Feig is seeing a trend in personalized socks in the run category also reso- nating in studio. In working with Mile High Run Club, "we see that instructors want to express themselves," he says. The firm has invested heavily in research and development to create the highest resolution socks and leg sleeves on the market. "Feature demand is still high and consumers are continuing to spend more per product. This is communicating prioritization of performance over value; they'll grab whatever promises them achievement of their personal best," explains L. Alex Peters, marketing manager for New Balance socks at Renfro. NB's Run Foundation line features lightweight construction for a second skin feel. Offered at price points consistent with medical grade offerings, OS1st combines performance sock features (200-needle, seamless, moisture wicking, y-gore heel) alongside compression zone technology to address plantar fasciitis, bunions, shin splints and calf strains. "We are about advanc- ing technology to benefit the athlete," says Josh Higgins, president of OS1st parent, ING Source. "Safety is always a concern," notes Nancy Lisk, VP–design for Hickory Brands. The firm's Second Wind compression socks have 15-20HG graduated compression with strategic cushioning for shock zone absorption. "Lower cut socks are pushing sales upwards" in the run category, according to Drymax execu- tive VP Bob MacGillivray. For 2018, the brand's Hawks sock – designed in conjunction with the brand's elite ultrarunners – has been a hit. The sock incorporates ePTFE fibers (which are slick and hydrophobic) with a nearly sheer top foot. Q Catering to the Consumer Smartwool PhD Outdoor Approach Mini Zensah Watermelon Compression Running Crew Wigwam Traverse Peak Drymax Hawks Stance Nestucca Hike Eurosock Multipurpose Crew OS1st Bunion Relief BR4

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