Carrboro, N.C. (May 20, 2025) — Fleet Feet, the largest franchisor of run specialty stores, today announced a new vendor partnership with Jogology, a premium running sock brand created exclusively for the run specialty channel.
Fleet Feet’s vendor partner program, which includes 19 footwear, apparel and accessories brands, has a history of supporting the launch of emerging brands, including Hoka, On and mostly recently, hylo athletics. This is Fleet Feet’s third vendor partnership in the sock category, completing the assortment, and demonstrating the brand’s ongoing commitment to outfitting runners with performance-driven, community-minded gear.
Founded by industry veterans Tanya and Bert Pictor, who co-founded Balega in 2003, and Luke Rowe, who led business development for Fleet Feet from 2003 to 2016, Jogology launched in late 2023 and has been redefining expectations in the sock category through premium product innovation and purposeful community engagement.
“Having worked with Tanya, Bert and Luke for more than two decades, I couldn’t be more excited to reunite with them on this new venture,” said Joey Pointer, president and CEO at Fleet Feet. “Jogology has received enthusiastic support and early momentum from Fleet Feet franchisees, with stores excited by their mission, innovation and alignment with our values. Our customers have embraced the product and are eager to try it, making it a natural fit within our assortment.”
Aiming to simplify the process of finding the perfect sock, Jogology focuses on performance and comfort, leaving the consumer to concentrate on their preferred cushion level. Jogology has been crafted to be a simple, sustainable and socially-conscious solution for both runners and its retail partners alike.
“Jogology’s brand ethos is to grow the running community in meaningful ways – to unite runners around the world and inspire community,” said Tanya Pictor, co-founder of Jogology. “We’re thrilled to become one of Fleet Feet’s emerging vendor partner brands. We look forward to growing together and positively impacting the running community across their entire store footprint.”
For 49 years, Fleet Feet owners, operating partners, and employees have created welcoming environments that allow runners, walkers and fitness enthusiasts of all abilities to conquer their goals at every level, on every surface, at every distance with personalized solutions, knowledge and empowerment. Fleet Feet’s nationwide network of community-based retail stores are a place of inspiration, showing people how Running Changes Everything.
