Shane Cooper started DeFeet socks without much of a plan and grew it into what's arguably the largest, most popular cycling sock company. They now have international distribution, develop new designs every month and offer a massive custom sock program that works with some of the top athletes and teams. There's a lot of tech that goes into making a good pair of cycling socks, and a lot of features that make it unique from standard athletic socks, but the really interesting parts of his story deal with how he overcame disaster, used smart partnerships to gain awareness, and the strategies he used to become a global sock powerhouse.

For full show notes, links and images, check out this show's post at TheBuildCycle.com/Podcast

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