Sports Insight

Coolmax and features half cushioning, an arch band, mesh venting and a comfort toe seam. What's Up: "More times than not these days, it's about marketing or the story that is presented about your product. We manufacturers are using the best yarns, techniques, designs, colors, etc. Or we go after a value at certain price points, but customers need multiple reasons why to buy. Stories move people — and the needle. We have all been in search of the perfect fit for a long time. A sock that when you put it on makes you want to throw everything else out of your sock drawer and make you say, 'I'm done.' Whether through design, construction, materials, etcetera, we, the industry, are pretty close and whoever lands it, will have a moniker we all covet." —Brent Lamm, Senior Director of Product Development & Sourcing Thorlo Express Yourself Calf, $15.99, and Crew, $14.99 Casual Lifestyle Why: The socks offer protection in the forefoot and heel and have moisture-wicking properties. They also allow wearers to make a statement with their socks. What's Up: "Consumers want to be able to express their individuality in all aspects of what they wear. For years, kids have attached buttons to their backpacks and Thorlo is taking that same concept and attaching items to socks to let kids express who they are and what they love with their statement socks. Express Yourself, which allows them to do this, is the next big thing in customization." — James Jesserer, Executive VP–Marketing and Sales UA Run Cushion No Show and Crew, $13 to $17 Technical Run Why: Designed for avid runners who desire the comfort of a cushion sans the bulk, UA's no-show and crew feature a proprietary fiber blend in the footbed that's made partly from recycled PET bottles. The socks also have an anatomically contoured fit, a reflective Under Armour logo and anti-odor and sweat-wicking technology. What's Up: "Socks are very feature specific to the particular sport or activity. A hard-core runner, for instance, doesn't want a generic train sock; it's the same with an elite basketball player. We're seeing more use of sustainable materials and advanced yarn technologies and advancements in sublimation printing and direct-to-garment printing. 3-D printing will continue to influence new possibilities in hosiery and we're seeing a resurgence in the purchase of multi-packs by consumers, which is typically a value buy, but the consumer is expecting high technology and product stories even within these price points." — Corey Crawford, Design Director Wigwam Dendrite Lightweight, $19 Snow Ski and Snowboard Why: This knee-high ski and snowboard sock features Wigwam's patented Ultimax technology. It combines a polyester/Tencel foot bottom that is hydrophobic with a Merino leg that is hydrophilic to move moisture from the foot, up the leg and out the sock. It is knit to fit snugly around the ankle and stretch to fit in the calf. It has a wide cuff and a seamless toe closure to prevent slipping, bagging and hot spots. What's Up: "Basic lifestyle socks are a thing of the past. Consumers won't put up with socks that sweat or bag or don't fit. They'd rather wear an athletic sock that mitigates wet, uncomfortable feet for every day. Wigwam's Peak2Pub category is an example of socks created for athletic, outdoor pursuits, but they are so comfortable they transition right to the pub afterward. We have applied on a patent for a new technology that will radically change hosiery for elite athletes. We can't say more than that now, but we will keep you posted." — Margaret Newhard, Director of Product Zensah Donut Mini-Crew Compression Sock, $19.99 Performance Athletic Compression Why: Made with compression using performance years, the mini-crew has zero cotton content. What's Up: "We see design as the next frontier. For many years, it was white, then black, then colors. Now people want to express themselves with socks and sleeves. We cannot keep up with the demand for new designs. We started out with the leg sleeves. Now we offer designs in four styles — No Show, Mini-Crew, Knee High and Leg Sleeves. We are working with running specialty stores to come out with designs only sold by them. This past summer, we launched a unicorn design and we helped drive consumers to stores. Even Track Shack in Orlando was shipping around the nation to runners who didn't have the unicorn in stock at their local running stores. We plan on doing more exclusive collaborations with running specialty stores." — Ze'ev Feig, CEO l OS1st BR4 Bunion Relief Sock, $24.99 Feetures! Elite Light Cushion No Show Tab, $15.99 Lorpen Lighter Hiker No Show, $14.99 Drymax Extra Protection Hyper Thin Running Sock, $23 Sof Sole Perform 3pk No Show Tab, $9.99 Mackenzie Yelvington, Sales/ Marketing Coordinator, POINT6 James Jesserer, Executive VP Marketing/ Sales, Thorlo The latest initiative is a plasma cleaning method called Naturetexx. Kids express who they are and what they love with their statement socks. December 2018 ~ Sports Insight • 17 sportsinsightmag.com

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