Stamford, CT (December 4, 2008) — X-Socks is partnering with the Beaver Creek Race Department for the second season as a presenting sponsor and official sock of their very popular, annual Resort Race Series. X-Socks is a high end, highly technical Italian sock company distributed by LOWA boots in the U.S.
The six-race series starts January 12 ending with finals being held on March 2. Fence banners, TV and radio spots, ads, and t-shirts will highlight X-Socks’ participation. Posters advertising the series, and including the X-Socks logo as a presenting sponsor, will blanket retail shops, restaurants, bars, and other businesses throughout Vail Valley. The socks will be part of the prize packages given to race winners.
In addition to their sponsorship of the Resort Race Series, X-Socks has also been named the official sock of the influential and high profile Beaver Creek Race Department and their 2008-2009 World Cup crew. The company will distribute a variety of socks to this group and use them as a sounding board for product feedback and development. The sock company is well-known for its highly functional moisture management system throughout the whole aerobic range of temperatures. The winter temperatures of Beaver Creek offer a perfect opportunity for testing the lower ranges of cold weather.
In January, 2007, LOWA Boots LLC acquired U.S. distribution rights for X-Socks. Based in Asola, Italy, X-Socks designs and manufactures X-Socks and X-Bionic Underwear. Both brands are headquartered in the LOWA offices in Stamford, Connecticut. The socks cross over many market boundaries including outdoor, hunting, biking, golf, and military. The underwear targets active sports such as skiing, biking, winter hiking, and climbing. LOWA is active in most of these markets so there is built-in synergy between the two brands.
LOWA sells, markets, and distributes a complete line of four season outdoor footwear for walking, hiking, backpacking, mountaineering, field sports, and professional task force use as well as everyday use. The company has also acquired distribution rights to the Tecnica Outdoor Footwear Division for the U.S. market, beginning with the introduction of the spring 2008 collections. The division encompasses both Tecnica hiking boots and T-Shoes urban adventure travel footwear.