A year after becoming the official sock provider of the National Basketball Association, sock designer and distributor Stance has added Major League Baseball to its portfolio.
Stance Set to Take MLB Sock Game to a New Level
Darren Rovell reported today that MLB has sold a sponsorship for its players’ socks for the first time to Stance for an undisclosed amount. The partnership begins in full next season, but a sneak peak will be available with this year’s All-Star Game uniforms.
Up until this point individual teams handled their own sock stock, and players have been free to do as they wish regarding their sock choices. There are no changes to those policies regarding which socks players wear or how they wear them that will take effect immediately, but it’s possible that such language could be discussed with the negotiation of a new collective bargaining agreement this winter.
Monetization avenues for MLB and its teams with these socks are obvious. Game-worn socks can be auctioned off, to the contingent of fans who are willing to overlook the fact that it’s a sweaty sock. In addition, designer socks featuring team logos can be sold at team stores and online.
For Stance, the potential for maximum profit in this partnership will largely depend on how many players wear the socks in a way that makes the Stance logo visible. While it will be against uniform policy for players to wear socks of competing brands starting next year, there are no current policies prohibiting players from wearing unbranded socks or covering up their socks entirely.
An incentive for players to change up their sock routine involves apparel performance, however. Stance claims that its socks offer extra cushioning on the ankle to cut down on cleat chafing, is breathable and wicks moisture away.
Beginning with this year’s All-Star Game, the sock options for MLB players and fans will be enhanced. In coming years, it will be possible for young fans to wear the same socks as their big league heroes wear on Little League fields all over.
Main Photo: 2016 NBA All-Star Game socks via Stance Socks.
