Sports Insight

fasciitis pain and to help drive awareness, we put the sock in an oversized mock pill capsule with the instructions, 'For Plantar Fasciitis Relief, Take Two.' The capsules have been a hit at retail." — Joe Gaither, Vice President of Marketing Fox River Basecamp, NFZ, $18 Hiking/Outdoor Why: A lightweight hiker, the Merino blend sock is treated to protect against ticks, mosquitoes and other insects. It features Wick Dry Technology, a combination of strategic padding and mesh panels for comfort and a proprietary fit system. What's Up: "Fox River has made significant investments in technology to dramatically reduce the lead times and improve the ability to directly link the shop floor to the design group to reduce the layers to product development and design. This technology gives us the ability to look at 3D printing, sublimation or traditional knit in designs as we develop new products. We're also seeing the use of recycled or repurposed yarns. There are a number of new suppliers working on unique yarns that have a great feel and have interesting features we are investigating." — Bruce Barrows, Vice President for Business Development Lorpen Lighter Hiker No Show, $14.99 Outdoor/Performance Athletic Why: The brand's first hiker in a no-show weight features T3 technology that has layers of performance yarns to optimize moisture management. In this case, a layer of Coolmax next to the skin is paired with a layer of outward-facing Tencel. What's Up: "Two trends are converging. First is user demand to have socks in a variety of heights loaded with technical features for top performance. Second is having more aesthetically pleasing designs in performance-oriented socks. Most consumers are unaware that graphic design compromises technical features on a sock. Socks that make a statement with elaborate prints are all the rage. The next big thing is to unify the worlds of printed designs with top performance features and materials without compromising on either front." — Dakota Hyde, U.S. Sales Manager OS1st BR4 Bunion Relief Sock, $24.99 Compression Why: The first bunion-specific sock in the run specialty category has 200-needle seamless-toe construction. Its moderate compression reduces swelling and improves circulation. It features an extra-soft built-in pad to cushion the bunion, and its first and second toe separation eliminate friction, giving the area time to recover from chafing. It's available in black or gray. What's Up: "With the decline of branded apparel sales within the independent market, what's gained traction is the rise of the 'sell-your-brand' philosophy. Walk into any independent running store today and you will see them selling their brand. The trend of selling local themes, colors and patterns is only going to continue. It has already spilled over into the calf sleeve business at OS1st. Our fastest growing business is the Customization Programs Division. And now OS1st has the exclusive rights to distribute DC Comics' Superman, Wonder Woman, Flash and Batman branded calf sleeves in the specialty market. The specialization trend and customer demand for locally themed hats, shirts and calf sleeves will continue to drive sales and could spill over into the sock category." — Tommy Nason, OS1st National Sales Manager Point6 37.5 Hiking Mixed Stripe Light Crew, $23.95 Outdoor/Performance Athletic Why: The 69 percent New Zealand Merino wool sock enhances its shape, stretch and durability with a dynamic nylon called 37.5, which contains natural particles that increase the surface area of the fiber, allowing it to use body heat to evaporate moisture in vapor form before it becomes sweat. To address the concerns of runners, who require a thin sock for a precise fit, Point6 is launching Sport Support, a running sock redesign that offers more support around the ankle and arch and adds mesh zones for ventilation. The brand also is using compact spinning technology to produce a thinner fiber that is 25 percent more durable and less bulky. What's Up: "The next big thing is going to be greater levels of environmental responsibility. The latest initiative is a commitment to a plasma cleaning method called Naturetexx. Wool has to be cleaned before spinning, but the dominant 'super washing' process uses harsh chemicals like chlorine and produces toxic waste. Naturetexx is chemical-free and produces no toxic liquids for disposal." — Mackenzie Yelvington, Sales/Marketing Coordinator Sof Sole Perform 3pk No Show Tab, $9.99 Performance Athletic Why: The sock, sold in a three-pack, is constructed with Invista's Joe Gaither, VP–Marketing, Feetures! Tommy Nason, National Sales Manager, OS1st The next big thing will be incorporat- ing smart textiles into socks. Our fastest growing business is the Cus- tomization Programs Division. Zensah Donut Mini-Crew Compression Sock, $19.99 Farm to Feet Bozeman, $21 UA Run Cushion No Show and Crew, $13 to $17 Darn Tough Vermont Light Hiker Micro Crew Light Cushion Point6 37.5 Hiking Mixed Stripe Light Crew, $23.95 16 • Sports Insight ~ December 2018 sportsinsightmag.com HOSIERY

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