Running industry veterans Tanya and Bert Pictor and Luke Rowe are launching a new run sock brand called Jogology exclusively for run specialty stores. The brand will launch at retail in September.

The trio know the run business well. Bert and Tanya Pictor founded Balega and Luke Rowe’s extensive industry experience includes exec roles at CEP, Fleet Feet and Brooks. They say their new business is committed to putting their retail partners first to help them grow their businesses. “We want Jogology to be as much a success for us as for the stores who commit to stocking our brand,” said Tanya Pictor.

The Jogology team says their socks are designed to “mirror how running shoes are made,” locking in the heel and midfoot to minimize in-shoe movement and leaving toes free to flex. Jogology socks are made on 200 needle, and are made from sustainable, recycled, moisture-management re-dri yarn with a soft hand and durability. Strategically placed mesh panels offer extra aeration and ventilation during movement, and the anatomical shaping of each sock is designed to fit left and right feet.

Partnering with and supporting organizations that reach out and connect with the running community will also be a key pillar of this new brand.