sportstyle

58 • July 2021 sportstyle • sportstylemag.com N ever have socks been more important in the world of team sports — not because navigating the ever-changing landscape brought on by COVID-19 has been so difficult, but because this simple staple of a player's uniform seems to offer a sense of stability and reliability. Plus the sock vendors to the team business have proven to be just as stable and reliable at a time when dealers are relying more than ever on reliability in unprecedented times. Uncertain schedules, COVID-mandated shut- downs and fluctuating team sizes have led to late ordering and frequent changes, challenges that team dealers are ideally suited to handle. They are able to do so because sock supply – more stock than custom in the past season or two – is one area they don't have to worry about. As the business enters the second year of the pandemic, and while some regions are playing ball as others still don't know when they will see their first full season, custom socks have taken a backseat to solid socks as teams continue playing it safe with their orders. Again, that plays right into the hands – or feet, as it were – of team dealers and their sock vendors. "The demand is down for custom socks, people are just keeping it simple," says Chris Williams, owner of Minden Athletic Supply, Minden, LA. For teams everywhere, "keeping it simple" is the norm this year as states re-open at their own pace. The constantly changing COVID- 19 guidelines make it nearly impossible for dealers to predict the demand for upcoming sea- sons, which means orders need to be placed and filled quickly as guidelines are updated on a continual basis. For some, keeping a well- stocked inventory has been the saving grace. Although sales at sporting goods stores slowed down all over the country, some dealers have been fortunate to maintain a reliable stock, enabling them to fulfill orders as restrictions change seemingly overnight. "Our business is booming, it's flourishing," says Todd Dunaway, owner of Sport and Cycle, Fortuna, CA. In California the opportunity for a Spring baseball season was missed in most parts, but the future looks bright as restrictions lessen in several counties and teams rapidly place orders for the summer and fall. Once schools get the green light to host recreational activities, the excite- ment of resuming sports leaves teams with barely any time to think about custom socks. In a hurry to put together a uniform and prepare for the first game, sports programs are relying on team dealers to get them solid-colored socks as soon as possible. "I'm not complaining about high demand. We must've had enough socks in our inventory to fill it," says Dunaway. Although filling team sock orders is no issue, the need for custom socks at local schools has lessened despite the sudden increase in sales. While many states have reopened almost totally SOLID SALES Simple is better as demand for team socks turns to the basics in uncertain times. By Carly Russo With a Double-loop stabilizer as a heel strap to support ligaments of the heel and ankle during jumps and shifting movements, LP Supports ankle compression socks also feature Power band wraps around the ankle to prevent roll during lateral movement. • TEAM SPORTS: SOCKS

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