For now, the league is looking lower – to feet.
The National Basketball Association signed a multiyear contract with sock manufacturer Stance Inc.
Teams will have a number of sock choices, including solid white and black and what Wilson described as custom color waves and designs that tie back to a team’s uniform and logo.
“It’s not just a vanilla, here’s a white sock,” Wilson said. “That will allow for more individuality.”
Stance will also create specialty socks for NBA-created events that revolve around, for instance, Black History Month. The company will also create one-time collections for Christmas games and the All-Star game, Wilson said.
Eben Novy-Williams of Bloomberg News:
I’m a big fan. Not every design shown is great – the Warriors whites and Cavaliers blues stand out positively and the Heat reds negatively – but the overall idea is right on track.
Give me bright colors, stripes and special designs for special occasions. I can definitely get behind sock creativity.