The Right Stuff
Updates from Around the Sock Market.
Darn Tough Vermont is continuing its relationship with Spartan Race as the official sock of the Spartan Race U.S. race series, which now includes Spartan Trail U.S. (photo above).
“Darn Tough and Spartan were both born in the mountains of Vermont and share a mindset of grit and persistence,” said Ric Cabot, president and CEO of Darn Tough Vermont. “It’s a natural alignment for us to partner with Spartan for the second year and through 2020 with socks that help every athlete find their tough.”
Darn Tough has two new socks that it sees as perfect options for Spartan athletes: the Beast and the Trifecta. Both come in quarter or over-the-calf heights, with moisture wicking, temperature regulating Merino wool and are designed with knitted flex zones.
Heat Holders is excited about the technology in its latest thermal sock introductions. Socks in the brand’s Outdoor line include the Heat Holders Merino Blend sock, MSRP $30, and Snow Sports sock, MSRP $17.99. The socks are re-inforced for durability and the Snow Sports socks are extra long with a thinner, UltraLite profile. The Merino Blend socks are the brand’s warmest yet with a TOG rating (thermal overall grade) of 2.9 for extra warmth (photo above).
Feetures will debut its new Decoded Collection in Spring 2020. Constructed with moisture-wicking fibers to keep feet cool and dry, socks in the collection are anatomically designed and have targeted compression with high-density cushioning to provide extra protection in high-impact areas, along with a seamless toe to prevent blisters.
Sock Guy’s newest batch of performance sock styles with uber-fun prints includes the Socktopus, MSRP $12.95, a crew style made with micro-denier acrylic. It has a cuff height of six inches. The socks feature Sock Guy’s “Stretch-to-Fit” sizing system and its exclusive “Easy-fit” cuff that aims to deliver a perfect fit every time on any foot.
Balega has introduced a Crew Length style in its Ultralight performance sock line.
“The sheer, light as a feather Ultralight running sock is specifically designed to provide contoured protection and lasting durability that you can’t even feel on your foot,” explained Tanya Pictor, VP of Balega and FuelBelt Marketing.
The new crew length Ultralight, MSRP $15, features Balega’s proprietary Drynamix moisture wicking fibers and reinforced microfiber mesh ventilation panels to keep feet cool and dry. Strategically shaped cushioning follows the contours of the heel to provide protection and impact resistance.
Farm to Feet has named new sales teams in the Mid-Atlantic and Southwest. DIY Outdoors, headed by agency principle Tad Fox, will be responsible for servicing New York, New Jersey, Pennsylvania, Maryland, Delaware, and Washington D.C. The Sespe Group, led by Chris Morissette, will be representing the brand in California, Arizona, Nevada, and Hawaii.
On the product side, Farm to Feet recently introduced the Outdoor Communities Series that celebrates communities with strong outdoor roots. The first three communities to recognized in the series are Bozeman, Denver, and North Conway.
OS1st’s WP4 Wellness Socks are the latest innovation in the brand’s Socks with Purpose program. The socks are designed for individuals who suffer from diabetes, sensitive feet and poor circulation. The WP4s feature light to moderate compression and Nano-Bamboo Charcoal to help maintain healthy feet. Seamless technology offers non-binding comfort and the mid-foot arch support provides additional stability. WP4 Wellness Performance Socks also feature extra padding in the toe and heel — designed to help reduce pain and friction. Made with moisture-wicking material, the WP4s help to keep feet dry, thus minimizing the risk for infections and irritation.