For some coaches and athletic directors who oversee the ordering of uniforms, socks became an afterthought, but dealers still recognize the importance of the category.

More to the point, with the steady sales growth of performance athletic socks in general, it makes sense to sell socks with technical attributes, such as moisture wicking and enhanced fit, as part of a uniform. In other words, these are no longer your father’s – or even your own – team socks.

“Athletes are just as specific with socks as with the rest of their uniforms and different socks fulfill different needs — they’re technical and complex,” explains Christian Stagg, national sales manager at Pearsox. Based in Pennsylvania, the USA manufacturing company has been in business since 1992 and specializes in custom athletic socks that feature moisture management yarns, ergonomic design and reinforced heels and toes.

“Custom socks are the most expensive option, but this part of the business has grown exponentially over the past couple of years,” notes Stagg. “People like what they’re getting. It’s a renewable sale for us and dealers love selling socks because of the great margins.”

Stagg points out that there has been an adaptation in the way dealers buy sock inventory and it all comes down to technology.

“Lots of business is done on Internet team stores, which are bringing more nuance in technology,” he explains. “While there’s been a huge shift to online team stores, many dealers are waiting until those stores close and then ordering the exact amounts of socks that they need. But there’s a risk with not holding your own inventory ahead of time — most dealers would rather react than have to tie up money and hold inventory.”

Further discussing online team stores, Stagg points out that while the types of on-field socks that teams purchase depend on the sport, socks are also increasingly being sold as teamwear/spiritwear and are popular with players, siblings, parents and boosters.

“There’s a lot of volume and the socks fit in with other apparel purchases,” he says. “Now there’s a demand for arm sleeves, headbands and related accessories that coincide with socks, and this presents new sales opportunities.”

Socks Fit in Well for Dealers

At Stateline Sports in Lebanon, NH, buyer Dan Proulx is bullish on the sock category. “Socks are strong for us. We sell a lot of running socks and hockey socks. We also do a few socks with baseball, softball and football teams, but mostly at retail. Socks are more of an add-on — it depends on whether the schools provide the socks, and most schools don’t,” he says.

Proulx adds that hockey socks are mainly sold through online team stores, which are set up primarily by youth organizations. Overall, he says, “buying habits have stayed pretty steady and balanced and even during the pandemic there wasn’t much change.”

Patrick Burke, co-owner of Burke’s Sport Haven in Eastpointe, MI, is enthusiastic about socks as well. “We sell quite a few socks and business has been good,” he comments. “Socks are sold as part of uniforms, largely football and baseball, and some soccer.”

The bulk of Burke’s sock business focuses on stock product — solid colors and tube socks with no heel. “We sell two basic types of socks: thinner sanitary socks, which are preferred by baseball players in warm summer weather, and all-sport socks that are a little thicker. We also sell a few custom socks such as stripes,” he says.

Unlike some dealers, Dan Carey, owner of Fort Worth, TX-based Carey’s Sporting Goods, operates very few online team stores and hasn’t noticed any big sock trends impacting his business.

“Teams spend money on socks, but it’s more of an add-on for us,” he says, pointing out that Texas is very different from other parts of the country because it’s one of the few states in which public schools [the state] pays for team equipment and uniforms.

“States that are doing well with online team stores have kids that have to buy their own uniforms because the states pay very little,” he explains. “Socks are a low-end product and are not a big deal for us — the average price per pair is $5, although custom socks are a bit more.”

Meanwhile, at Basic Sports in Henderson, NV, team salesman Leo Hernandez has seen the sock industry change dramatically over the years.

“We’ve been in business for 17 years and 10 years ago teams bought socks with uniforms,” he remarks. “We offer sport-specific socks, but not many custom or sublimated socks right now. Teams are mostly sticking to regular tube socks, which aren’t as cheap as they used to be.

“The textile industry has changed and there have been price increases on everything,” he adds, describing the sock market as flat as they sell direct to individual teams and don’t operate online team stores.

Styles and Trends Change

As far as team sock styles go, Stagg at Pearsox recalls that 15 to 20 years ago no-shows were all the rage, but now kids are wearing crew socks.

“Crew socks are a very popular trend with the younger crowd, but the adults are still looking for no-shows,” he says, pointing out that for football scrunch socks are in demand — an extra-long sock with extra fabric that doesn’t fall down because the fabric isn’t being over-stretched. This style started in the pros and in college and is now also a fashion thing — it’s picking up steam and they are stocking a lot of team colors.

As for sock decoration and customization, less is more in the latest designs, but this trend shifts every few years, according to Stagg.

Stateline Sports’ Proulx has noticed that “teams want sock colors to match their jersey colors — lots of greens, maroons, blacks and blues. “Ultra-light socks from Pearsox are popular, as are Adidas socks for soccer. It all depends on whether teams want branded socks or something that costs less.”

Hernandez, at Basic Sports, echoes those sentiments: “Socks are as important as pants and jerseys in creating a complete uniform. It’s important to get performance product that will help athletes perform better. Feet are important, no matter the sport, which means socks are important.”