by Brendan Dunne
The NBA sock game might be getting more interesting in the future, as the league has partnered up with a young sock company known for garish creations.
Stance Socks announced today that it will be the official on-court supplier of socks for the 2015 NBA All-Star Game. Most know Stance from its wildly graphic socks, but the landing of this partnership serves as a reminder that it is focused on technical apparel as much as it is on the graphic, matchy fare. It also serves as a reminder that the hype sock game has become a massive business–the brand must be raking it in if it has the cash to lock down this sort of partnership with the NBA.
Is big brands paying for sock rights the next coup for the NBA in terms of on-court endorsements? For the longest time players have stuck with the standard issue NBA sock featuring the Jerry West silhouette logo, but maybe Stance will go after that as well. Will players in the future all be compelled to wear socks with heat-trasnferred images of their likeness? Whatever the case, it's hard to image that the players wouldn't appreciate an upgrade to more modern sock builds over those standard tubes. The 2015 NBA All-Star socks by Stance are available for purchase now.
