Tanya and Bert Pictor, the founders of Balega Socks, are partnering with Luke Rowe, the running industry veteran, to launch a new running sock brand, Jogology, that will be sold exclusively at run specialty stores. Tanya Pictor talked with SGB Executive about inspiration behind Jogology and how the brand plans to differentiate itself in the crowded sock market.
The Pictors founded Balega in 2003, sold the business to Implus Corp. in 2015 and stepped away from day-to-day operations in June 2021. Rowe led business development at Fleet Feet from 2003 to 2016 after working as the VP of sales at Brooks Sports. Recently, he held leadership roles for CEP and Addaday.
The new sock brand launches in September.
Why did you launch Jogology? We have seen the sock wall explode into a sea of product but with little guidance to the consumer or store associate as to the right solution for the consumer. Accordingly, we felt it was time to introduce a simple solution in the category, a new story and a new product. With Jogology, we see an opportunity in run specialty to develop the sock category and help our retail partners grow their businesses.
How did you come up with the name? What does it mean? The word ‘jog’ means to run in more than 30 languages. It’s universal and it unites the running community. ‘Ology’ refers to the study of a subject, which we have done a lot to create the ultimate running sock to suit a runner’s needs. If there’s a running sock on the shelf, it’s likely we have worn it!
Why the run-centric focus? Bert, Luke and I have derived so much out of running and have a combined century of knowledge on running-focused brands, product development and retail. Jogology socks are made by runners, for runners. We are committed to the run specialty market because the running community richly shaped our paths and who we are as people. Throughout our years running and the various communities that come with it, have given us more than we could ever have imagined. Now it’s our turn to give back. Our aim is that Jogology becomes a vehicle for all runners, each with their own unique social interests, to reach out and connect where it matters to them most.
How strict will the distribution be? Does that mean it won’t include outdoor specialty or sporting goods stores where a lot runners might go? Our focus will be run specialty. We want our product to be represented in stores that still ascribe to being outfitters, who spend time with the consumer, and ensure that they are provided with the solutions specific to their needs.
Can you elaborate on how the brand might differentiate itself from others from a product standpoint? Let’s face it, a sock is a sock. However, we are attempting to offer the ultimate in running sock comfort. Jogology socks are designed to mirror how running shoes are made – to lock in the heel and midfoot to minimize in-shoe movement and leave your toes free to flex. Each sock offers a second-skin fit with unique arch support massage bands to eliminate excess fabric and create a moisture management layer between the foot and the shoe. A soft knit rib band around the ankle area eliminates pressure marks, and a unique protection area covering the large toe to prevent any discomfort.
All Jogology socks are made on 200 needle machines that offer the finest knit construction, and the socks are made from sustainable, recycled, moisture-management re-dri yarn with a super soft hand and extra durability. Strategically placed mesh panels offer extra aeration and ventilation during movement, and the anatomical shaping of each sock is designed to fit left and right feet. The arrow heel technology provides a snug cradle to cover your full heel, ensuring the socks stay in place. Our socks are available in three different cushion levels (low, medium and high) to accommodate the cushion comfort preferences of all runners, and will retail for $16 MSRP.
Where will the socks be produced? Our socks are made in the EU.
Can you talk about Jogology’s positioning? Jogology is based on a strong value and moral proposition. We value the opportunity to enjoy and explore the world while running. Focusing on sustainability, Jogology strives to operate as a low-carbon business, making ecologically conscientious choices in every aspect of production. Key sustainability efforts include the use of high-performance yarn made from recycled materials and sustainably harvested wood pulp, incorporating recycled polyamides for plaiting and patterning, utilizing packaging made from post-consumer waste recycled paper, and avoiding the use of plastic in packaging, except for white-colored products to ensure the cleanliness of white socks. Beyond the product, we seek to create a platform to build community and give back to causes that affect all but offend none.
Are you planning to launch an ambassador team? We will be launching an ambassador team comprising run specialty sales associates and runners who are passionate about their communities and giving back.
Can you talk about the planned community and give-back efforts? Jogology’s brand ethos is to grow the running community in meaningful ways – to unite runners around the world and inspire community. Partnering with and supporting organizations within the running community is a key brand pillar. One organization that Jogology’s Reach cause platform will support is Leader Dogs for the Blind, which provides four-legged running companions for the visually impaired. Understanding the special bond between humans and dogs, and believing that they make the perfect running partners. Together, they can help bring the joy of running to those who haven’t been able to experience it before. Through our Reach platform, Jogology will support the causes that are important to our community of stores. After all, it is the stores that make a daily difference in their local communities working in areas of need.
How’s the reaction so far from run specialty stores? We are overwhelmed and humbled by the support, love and interest in what we are trying to achieve. For this, we are deeply grateful. We are really looking forward to connecting with our many friends within this amazing run specialty community.
Photo courtesy Jogology
