Stance
A neglected stepchild, a forgotten piece of clothing. And then there are five men who see an opportunity and seize it: socks! With their socks, Stance aims to deliver top performance and inspire at the same time. By being different, working with people who think creatively, looking for original solutions and striving for perfection.
The young brand’s headquarters looks like a dream: modern design and a huge kitchen with a chef, so everyone can eat whatever they want. Sound systems, art on the walls, bookcases full of inspiration and creatives at work everywhere. But more importantly: testing spaces for newly designed socks. A basketball court, a skate park, a small golf course. It feels like a fancy festival, but this is the headquarters of the guys who turned the sock brand into a success in no time. In surroundings like that, good ideas are the only kind you can come up with.
That seems to explain the success easily enough, but how do you get your logo to be the first ever to appear on every NBA uniform? Or your brand to make the official on court socks that all the top players wear in the biggest basketball league in the world? That takes more, of course.
History
Stance is a young brand. Compared to Adidas, Nike or Puma, it is a newcomer in the sports and lifestyle world. Yet the founders see something all those other brands don’t: an opportunity. An opportunity to take socks to a new level. It’s not that the five guys have a sock fetish or have spent years working on a breakthrough in the sock world. They are simply looking for an opportunity. Jewelry, sunscreen, school supplies, electronic devices; everything gets looked at and analyzed. Until one of them, Jeff Kearl, is standing in front of the socks in a supermarket. He sees black, white, gray, brown. Cheap. Sold in 3-packs or 6-packs, or dumped in a big bin for people to rummage through. He sees a new market in socks, and although his partners laugh at first, they agree.
So before Stance enters the market, socks are a boring category in sports and lifestyle. Always the same colors, materials and packaging. Nothing inspiring about them, and on top of that zero focus on the function a sock can have. Strange, really, because everyone wears them. These days your socks are allowed to be seen; they add something to your outfit. So design matters, and the guys at Stance are quick to see that. But socks can also help you perform better. They are an essential part of a sports outfit. Whether you’re on the golf course, skateboarding or holding a basketball in your hands.
Before the guys at Stance have their first design ready, they do research. They set up their own lab and look for a way to develop socks that are both beautiful and good. Perfection is what they strive for. Performance socks that provide support and comfort, but that look attractive too. Socks that prevent blisters and injuries, with bold graphics and surprising colors.
In the lab, they work on socks that fit. No socks sliding down, no irritating seams at your toes or tight elastic squeezing your ankles. Every sock is anatomically designed, which means there is a separate design for left and right. So the seamless socks feel comfortable and support the metatarsal bones as well. On top of that, the Stance lab is developing a special process called ‘INprint’. With this innovation in the production process, the brand can print photos on different materials. For the brand, the functional side of the sock is just as important as its cool look.
National Basketball Association (NBA)
That’s how prints of NBA legends end up on socks, in the widest range of colors and designs. Because they use photos rather than drawings, it looks slick. No distorted faces or unrecognizable basketball legends. Stance made a selection of the greatest players in the NBA. Every photo archive was combed through, and that’s how the Legends line came about.
The partnership with the NBA is a special one. In 2016, the two parties reach a multi-year agreement. That makes Stance the first brand to have its own logo visible on the league’s apparel. The NBA allows it because the socks are not part of the official uniform but an accessory. Just as Spalding is allowed to have its logo on the basketball. The basketball players are required to wear the socks, though, so for Stance it makes no difference. All fans and enthusiasts will see their socks shine on court. And off it too, of course, because all the socks are available to everyone. That includes the fashion line Stance created together with Dwyane Wade (Miami Heat). Other players from the basketball world who have linked their names to the sock brand are James Harden of the Houston Rockets and Klay Thompson (Golden State Warriors)
Famous names
Stance socks aren’t only popular in the world of sports, and basketball in particular. It seems as if the whole world wants to be one of the brand’s ‘Punks and Poets’. According to the brand, the ‘Punks and Poets’ are a select group of ultimate brand ambassadors. They are known for their individual style, and they celebrate and honor it, just like Stance does. This select company includes Rihanna, Kid Cudi, Big Sean and Billie Eilish, among others. A number of skateboarders and celebrity athletes, such as Jon Jay (MLB) and Daniel Ricciardo (Formula 1), have joined as well. And that’s just a handful of the brand’s faces.
Two big artists in particular were on board early: actor Will Smith and rapper Jay-Z. Jay-Z even gave the brand a shout-out in the lyrics of the song F.U.T.W. In it, he rapped: “This ain’t gray sweat suits and white tube socks / This is black leather pants and a pair of Stance”. Along with Jay-Z, Will Smith is now also an investor in the company. Stance even teamed up with the actor to launch Fresh Prince Of Bell-Air socks. His children Jade and Willow are also part of the Punks and Poets at Stance.
So the combination of good socks that look fantastic turns out to be a smart move. Socks can really define your outfit, especially these days! Fashion practically asks everyone to show off their socks. With cropped pants and joggers you automatically show what you’re wearing on your feet and ankles. A fancy sock is all it takes to freshen up a neutral outfit. That’s how much socks can define your outfit! Stance’s designs are endless. It’s impossible to say ‘There’s nothing for me here’ if you were to look through all the collections. The variety of colors, patterns and collaborations (Disney, Harley Davidson, Star Wars, Nirvana, Marvel etc.) knows no bounds.
Quality
On top of that, there’s the quality the brand strives so hard for. It has to be perfect. The brand is driven by innovation and, by its own account, always superior in its craftsmanship. What Stance delivers is original and put together with care. So it’s no surprise that there are so many different collections, divided into several categories. ‘Something for everyone’ has never been so true.
For example, there are the casual socks with Infiknit technology. Super-durable socks you just can’t wear out. They don’t stretch out and can’t be pulled apart. Within the casual sock category, there is also a separate line of socks from teams in the NBA, MLB and NFL. Here too, the quality makes the socks extra appealing. The material is soft on your feet and keeps looking good, no matter how often you wash the socks. No more old, fuzzy socks with holes at the toes.
Another Stance line is FEEL360. In developing this fabric, the focus was on comfort and performance. The sock stays fresh, dry and simply good. No unnecessary wear from your workout, no matter how hard you train. And the link with the sports world doesn’t stop there. Performance-enhancing socks are also part of the Stance collection. Or rather: collections. There are special performance socks for almost every sport. Snow sports, running, cycling, outdoor sports, golf, fitness and basketball. After all, every sport asks something different of the athlete, and Stance has adapted its socks accordingly.
Basketball
When buying basketball gear, many people mainly look at the basketball shoes. That makes sense, because they absorb a lot of jumps, support the ankles, and footwork is sometimes everything. Socks, on the other hand, often get forgotten, but they can make just as much of a difference. Stance feels the same way, which is why they designed special basketball socks. The top players in the NBA wear these socks every game, proving the quality the brand promises.
Stance’s basketball socks are technical masterpieces. The cushioning (padded shock absorption) is anatomically mapped and therefore tailored to the shape and function of the foot during basketball. The targeted compression provides support and prevents injuries or pain. Another thing they thought about is foot sweat. Wet socks are a nightmare, especially during an important game. You don’t want to have to change socks at halftime. The technology Stance developed carries moisture away from the foot and upward. At the ankle it can evaporate more easily, so these special socks stay dry and fresh.
Hoops Icon
The Hoops Icon line is part of Stance’s range of basketball socks. When making these socks, extra attention goes to cushioning. Just as it matters for basketball shoes, it matters for socks too. The shock absorption in the sock provides protection and comfort where it’s needed. Breathability also plays a big role. So they stay fresh, no matter how much ground you cover or how many points you score. Not unimportant either is how the sock feels and fits around your foot: really comfortable! It’s a seamless sock, so you won’t get any irritation at your toes, around your ankle or under your foot. These Hoops Icon socks are made of combed cotton and developed with the Infiknit technology mentioned earlier.
Game Day
Game Day. Everyone knows the feeling. You’re getting ready, you feel the tension, your uniform is on point; it’s about to start. Or maybe it’s different for you: you’d rather play a game of basketball without all the fuss and just have fun shooting around with your friends. Either way, the Game Day sock line was developed for everyone who celebrates basketball on and off the court. With it, Stance creates a custom mix of moisture-absorbing socks with breathable material. The socks are seamless, which makes them feel comfortable. The cushioning is extra special. Strategic padding in certain spots provides extra cushioning and airflow. In these basketball socks, you’ll play your best game. Whether that’s in an NBA arena or on the court around the corner!
Stance at Burned Sports
Burned Sports and Stance share a passion for delivering top quality in performance. So it makes sense that Stance socks are sold at Burned Sports. The focus is of course on basketball socks, and the collection is made up of several lines.
The socks from the Hoops Icon Crew line offer support and comfort. The breathable material makes it an ideal sock for playing basketball. This sock is made with Infiknt technology. Impossible to wear out, no holes at your toes. Indestructible.
The Game Day socks are available at Burned Sports in several colors. The fabric has moisture-wicking fibers, so sweaty feet are a thing of the past. That’s because the moisture is carried to the area around the ankle, where it evaporates faster. Add the extra cushioning and you have the ideal sock to win every basketball game.
Of course, Burned Sports wouldn’t be complete without a detour into Stance’s Legends line. Take the design featuring DeMar DeRozan, who appears on a pair of beautifully designed socks. This San Antonio Spurs player (and formerly of the Toronto Raptors) is a must-have for true basketball fans, but the socks are also a nice item for anyone who wants to freshen up their outfit.