Feetures is already the country’s bestselling running sock brand at specialty running stores. Now the Charlotte, N.C.-based company is looking to gain a foothold in the lucrative apparel market.
On Oct. 20, Feetures will launch the women’s Stride Flex Performance Tank, a complement to the T-shirt of the same name that debuted at the end of last year.
The Stride Flex Tank features a scoop neckline and racerback straps and is created in a moisture wicking and odor-resistant blend of 66 percent polyester, 30 percent lyocell and 4 percent spandex. It will be available in four colors and will retail for $55 on the company’s e-commerce site.
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“At Feetures, our mission is simple: to help people move better and perform their best,” said Joe Gaither, chief marketing officer of Feetures. “That’s exactly what we delivered with our first athletic tank — made for women on the move who expect gear that keeps up in both style and performance. It’s a meaningful step as we bring Feetures’ trusted innovation to even more moments in motion.”
The launch of the tank marks Feetures’ continued evolution beyond just a performance sock brand. John Gaither, chief executive officer, said the company will continue to expand its apparel offering with plans to offer shorts sometime next year.
“We’re moving very slowly,” said John Gaither, “because we want to be sure the performance is right. But we’re seeing that the appetite for the product is there.”
During New York Fashion Week last month, Gaither hosted Runway, an activation at Fleet Feet Upper East Side, that brought Olympic 10K runner Alexi Pappas to the city for a 5K run through Central Park that also served to launch the limited-edition Alexi Pappas Bravey Sock. Pappas codesigned the colorful sock and ran in a custom-designed dress made from Feetures socks.
The family-owned Feetures was founded by textile industry veteran Hugh Gaither, John and Joe Gaither’s father. The Gaither family had a long history creating socks and hosiery for other companies, and in 2002, they set out to create their own performance sock with technical attributes such as arch support, compression and moisture wicking.
Today, its products are sold at major and independent sporting goods retailers in more than 50 countries.