Creative Strategy & Sock Design
We knew the socks would need to appeal to a very broad audience. Not only would every official GroPro Games athlete receive a pair, they'd also be handed out to the crowd — a diverse cross-cut of wine-drinkers, beer-drinkers, protein shake-drinkers, coconut water-drinkers, and just plain water-drinkers (kids and dogs). They'd also be featured in each of the Smartwool popups in Vail Village. So we made sure they were fun, approachable and full of the same energy found at the games.