Joe Gaither, CMO of Feetures, has been shaping the high-performance sock brand since 2009, transitioning from sales to marketing. He shares insights on maintaining a family legacy while innovating in performance gear. The conversation covers the boom in the running industry post-pandemic, strategies for standing out in a competitive market, and the upcoming launch of their first non-sock item—a performance t-shirt. Gaither emphasizes the importance of design and marketing in building a brand that thrives on quality.