For 9 years I co-founded, branded, grew and directed Fitsok. Our small, yet determined team built a unique brand of technical running socks in a multi-pack, 100% made in the USA. Privately funded, Fitsok swam against the current of large corporate brands and clothing conglomerates.

From inception until sale in 2016, Fitsok challenged and shaped the way I think about small business. The internal mission of Fitsok: Build a "loved" brand to help athletes excel. If it needed doing, our small team did it. From packaging design to events to custom artwork, my role was new each day, ultimately connecting with our retail partners and customers in very personal ways. I'm most proud when meeting someone new who loves Fitsok for the quality and dedication we put into each pair. Mission accomplished.

Runners run a lot. With that in mind, we created Fitsok as a premium 3-pack brand. More socks for more runners. In a marketplace saturated with overpriced single-pair running socks, retailers and consumers embraced Fitsok as a differentiated brand. Fitsok was designed with the retailer in mind. As a result, we built custom product designed to boost both brands. I had the unique opportunity to design most of the custom product Fitsok created, including special packaging for each retailer. Our talented production team delivered the best custom sock program in the industry.

The custom sock became a staple core of the business. It allowed our team to engage new retail opportunities, as well as think about seasonal and quick-strike opportunities for runners who loved the core product. Colors, patterns and new designs followed.

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With digital engagement rising, we began focusing on new ways to engage consumers. Visual marketing as well as a rebrand of packaging and web assets took place in 2013, giving Fitsok a refreshed look. Matt Palmer was instrumental in the design and development of many visual brand assets and our e-commerce site – He was a key part of our team as the brand matured.

As the brand grew, so did retail and consumer behaviors. More and more customers began finding us online and had questions about the brand and its products. During my last year at Fitsok, we created an intuitive online 'sock guide' for customers visiting Fitsok.com. Runners could finally find the product that fit them best. Visitors could learn and compare products based on thickness, running style, materials or price point.

We grew direct-to-consumer business more than 115% year over year with little digital or social paid advertising. The athlete has become educated about running socks, and Fitsok benefited.

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Forgoing traditional advertising, Fitsok was built and grown by a team of passionate, engaged, positive ambassadors. Our diverse squad of runners became an important catalyst to tell the Fitsok story. Over the course of 6 years I built and managed the ambassador team, along with several talented freelance partners. I especially enjoyed connecting with them, as they became a direct connection between our brand and the core running customer.

Fitsok was a fantastic chapter of my career. Meeting new runners at races, solving the challenges of growth, working on product, and spending time in retail stores...I loved the challenge and reward that came with all of it.

There’s too many people who made Fitsok great on the creative side. Matt Palmer, Spencer Albers, TC Worley, Kyle Dietz and more.