Hugh Gaither thought it might be a long shot when he started his company, Flagship Brands, based around his Feetures athletic socks, but he wanted to help people get healthy.
Gaither designed and created a "healthy" sock that was so comfortable to wear while running, it might encourage more people to participate in athletic activity. And for people who had foot ailments who wanted to participate in sports, well, he wanted to help them, too.
With these thoughts, and his own desire to wear something that isn't thick and bulky, that offers compression to increase blood circulation, and that just feels good while running, Gaither and his sons developed Feetures.
And his ideas proved to be successful.
The athletic sock market has grown as information has become available about the relationship of foot health to sports.
Improperly fitting socks can lead to a variety of ailments according to a study done by podiatrist Dr. Douglas H. Richie Jr. published by the American Academy of Podiatric Sports Medicine.
Little scientific information was available about the relationship between hosiery and its impact on the feet and overall health until the 1980s, Richie said in his study. In his study, he indicated that as each sport has specific shoes, socks should be devised to fit those shoes. Running uses different biomechanics than tennis, for example, and sport-specific socks should be designed to support unique physical movement.
Feetures socks cater to a demographic that has been largely ignored until the last few years: Active people who have foot ailments. The socks are stylish but incorporate features that assist those who have foot health issues, like ailments brought on by diabetes, or plantar fasciitis. The socks sell in the price range of $10.99 to about $50.
Flagship Brands, the 13-year-old, privately held Newton, N.C.-based company, has seen a 30- percent revenue growth over the past five years, according to a report in The Dallas Morning News.
The company sells a wide selection of colors and styles, which, Gaither said is the key to keeping its piece of the marketshare competing against giants Nike, Under Armour and Adidas, in addition to non-sport specific hosiery companies.
The overall market for athletic socks at the retail level has grown from $1 billion in 2011 to $3 billion last year, according to reports.
Feetures socks support a variety of training sports today, including hiking, cycling, running, walking and cross-training.
Also appealing to investors and healthy-minded consumers is that Feetures are constructed with environmentally friendly materials including wool and bamboo. The socks are distributed through retailers in the U.S., Canada, New Zealand and Australia.
Photo suggestions: Feetures socks, runners, people running, people stretching. people in pain while running, people smiling in brightly colored socks.
