Research on running socks in Germany

1. FRANKFURT TRIP
by Jeff Stone

2. Falke is the undisputed leader in the German running vertical. However, they are active in
many apparel areas and Sport Socks are just one many. They are found in almost every
sports shop, and there is no advantage for a run specialty retailer to carry the brand.
Falke has their own shops, among them this one at the Frankfurt Airport.

3. Here is a two-wall display, (Mens/Womens), at the Sport Arena in Frankfurt’s main
shopping area. The prices ranged to a high of Euro 17,95 for running socks. Sport Arena
is a separate sports subsidiary of leading department store chain Kaufhof.

4. Here is a closer look at the Mens selection of Falke’s Ergonomic Sport System.

5. A bleak black-white sock wall at the Addidas brand store in Frankfurt, next to the main
check-out.

6. The only options for colored sports socks at the Addidas store. Prices mainly in the Euro
9,90-11,90 range. Socks were obviously of little interest to the Addidas.

7. X-Bionic socks were also on display at Sport Arena, with a top price of Euro 18,95 for
their top running socks. While the brand is well known, they don’t seem to have a large
following in run specialty. They weren’t at the Expo.

8. Craft is a strong brand in Germany, but more as regards performance underwear and
socks for winter sports.

9. Here are pairs of Craft winter bike socks, retailing for Euro 16,95 at roseSport. They gave
me a pair to bring back for you. The material is 80% nylon, 18% “Nanoglide” and 2%
Lycra.

10. The opposite side of the Craft display at roseSport with CEP compression socks. While
the compression sock trend is slowing, they still are an essential stock item.

11. Other brands are in the market as well, here a Swedish sock called “gococo”, which
claims to use special natural fibers and to be ecologically friendly. Wright Socks also have
a following, and were at the expo last year, but not this year.

12. Regarding the Marathon Expo, the Sportshop Endspurt, was located at the end of the
exhibit area directly in front of the runner’s goodie bag pick-up, (see Starterbeutel sign),
ensuring that all runner traffic flowed by the stand.

13. Closer shot of the Feetures! display.

14. During the main start number pick-up day on Saturday, this was a typical scene taken
with my back to the stand, looking down the aisle. It was frequently crowded.

15. Some of that crowd stopped to buy Feetures!. Here, a runner from Belgian who had
never seen Feetures! before buys 3 pair.

16. Shop owner Markus Pelinka rings up two more pair of Feetures! for a German runner
who also had never before seen the brand. A female Greek runner sought me out after
finishing the next day to thank me for selling her the pair that helped her run 3:21.

17. The Falke stand at the Frankfurt Expo.

18. None of the stores I visited, including this one near the main shopping area of Frankfurt, had
anything comparable to Feetures!, including the Frankfurt location of the 100+ Runners Point
chain, which had a small, poor selection of basic socks (Euro 9,90 & 11,90) and no technical socks.

19. Judging by the amount of colorful apparel worn by a group of Frankfurt runners on
Wednesday, there should be an enthusiastic welcome by runners for Feetures!.