Industry Press Release

What’s UP Public Relations is Agency of Record for FITS Socks, Co.


Denver, CO (February 11, 2010) — FITS Socks Co., in Niota Tennessee as of January 2011 has engaged What’s UP Public Relations for their communications and marketing goals for 2011. The emerging brand and proclaimed “Best FITting sock on the planet” is made in America and has expanded new lines for fall 2011.

FITS manufactures their socks in the oldest operating hosiery mill in the U.S., going back to 1902, giving FITS a strong and storied company history, technical expertise and long-held knowledge of fit and comfort. The family-owned company has always been committed to its vision and protecting the jobs of their 160 employees.

As of 2010 the Mill has launched their own brand with their own proprietary knitting process and technology. FITS will continue to roll out new models as an emerging market leader. To date they offer socks for hiking, camping, outdoor recreation and snow recreation in high and low profiles. This winter they have launched a full SKI/Winter sport line of socks released at the Outdoor Retailer Show in Salt Lake City and the SIA Snow Sports Show in Denver.

All FITS Ski Socks are constructed from two-ply, compact-spun, ultra-fine Merino Wool with a micron count of 18.5 microns (the next level is cashmere), providing the ultimate blend of softness and durability. Their F3 Technology» delivers a unique form fit’ thanks to a deep heel pocket, specialized toe seam, and contoured leg – which keep FITS socks firmly in place.  This means no more bunching, hot spots, or friction, regardless of whether you are hitting the slopes in ski or snowboard boots, or strapping on snowshoes or Nordic skis.

What’s UP public relations will introduce the brand to all core specialty markets in trade and consumer news resources. What’s UP will integrate a social networking campaign, athlete programs and events for the company in a comprehensive communications plan.

Founder, Beth Cochran states, “It is an honor to have another high-quality North American made product, that is family owned and operated, to add to our clientele. FITS can offer faster replenishment and preserve more local jobs by building this new brand, we look forward to a successful campaign. “

“We are very excited to be teaming up with What’s UP PR.  Beth comes to us very highly recommended and has already proven to be a fantastic addition to the FITS team.  She is impressive as both a Brand Advocate and as an individual,” National Sales Director, Wood Talkington.


FITS socks sources the highest grade Merino wool available on the market. The development of the FITS sock brand will create more local jobs, preserve current US jobs and offer retailers the best US Made quality and fit in the sports specialty market.

Product Features:

FITS Ultra Light SKI This design caters to hard driving skiers and boarders. It is the thinnest high performance Merino wool ski sock you can find, with absolutely no cushioning, a vented instep for breathability and the FITS signature Sculpture Knit». FITS Light SKI This sock provides a solution for an outdoor enthusiast’s quest for comfort and performance. FITS Medium SKI This cushioned sock is perfect for colder winter days without sacrificing performance. The Sculpture Knit» leg ensures that, despite additional cushioning, the sock will remain where it should and provide maximum performance with additional comfort and warmth. FITS Winter Sport Sock This ultra plush sock, knitted with 23 micron yarn is designed to protect your feet from the worst winter can bring. Perfect for snowshoeing, or winter camping, this thick and durable, yet extremely soft and comfortable sock will keep you warm even in harsh conditions.

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What’s UP Public Relations clients include: Chaos Headwear, Gramicci lifestyle clothing, Fabric Link Network, and Nuwa Textiles,