Sounds like a great deal for athletes, right? Socks that “turn on” when the going gets tough. Not so fast. While these socks sell for a whopping $39.99 a pair, what really makes these socks so expensive and scandalous is that athletes have been paying fines for uniform violations and can potentially lose endorsement contracts by wearing TruSox, rather than the brand they are paid to represent. These socks must have a noticeable impact on their game if athletes are risking violations and fines.
Jim Cherneski, TruSox inventor, and former soccer player, created these socks to bring stability to athletes. For years, he had issues with how his feet slid inside his soccer cleats, no matter how tight his shoelaces were, or what size shoe he bought.
Who is wearing these socks today? It’s been noted that baseball player Miguel Cabrera, soccer player Gareth Bale and several members of the U.S. national soccer teams, both on the men’s and women’s side wear them. Soccer player Luis Suárez is the only known paid endorser at this time. It’s worth mentioning that both Bale and Suárez won Player of the Year awards in the Premier League in their first full year wearing TruSox. Perhaps there is something to these fancy socks?
Cherneski estimated that almost 100 players were wearing the socks at the World Cup 2014 in Brazil. These TruSox sure have a lot of believers!
How do you know if players are wearing TruSox? It’s easy to spot as each sock has rows of trademark dots extending up from the heel. Many athletes double up on socks to try to hide their TruSox to avoid violations. They do this by wearing their sponsored sock (like Nike) over the TruSox, but this is not recommended by the company. They say that doing this “creates a point of slippage which makes the TRUSOX ineffective.” With all the publicity TruSox is getting, we don’t doubt that they want to keep it coming by saying the sock is ineffective if covered so that athletes still show off the socks during games.
Adidas has tried to develop a sock that they say is comparable to TruSox, but TruSox superfans don’t buy it. TruSox currently has nine patents, some approved and some pending. They are working diligently to ensure that the more known sports apparel companies don’t copy their product.
Final Thoughts: With so many athletes risking their paycheck for these socks, we think TruSox is on to something. Who would have thought a pair of socks would cause such an uproar?