Nine years ago, a company in the foothills of the Blue Ridge Mountains broke the rules and produced what many might say was something nobody would want: cycling socks. Yup, that’s right, a sock designed specifically for dedicated and serious cyclists.

Nine years later, nobody’s laughing at DeFeet. Well perhaps they are: the cycling line includes a number of cheeky designs including one called the "Moonie" another called "ScaryFast" and another called "Uranus."

The basic model is called the AIREATOR and features a number of special elements designed to help competition cyclists perform at peak levels. A big customer (and part owner) is Greg LeMond, three-time winner of the prestigious Tour de France and twice World Champion.

You can check out DeFeet’s cycling designs at their excellent Website: www.defeet.com

"DeFeet pretty much produces the best sock in the business," says avid amateur cyclist Peter Brentlinger who lives and rides in Charlotte. "Just about everyone uses their socks. One of the big attractions are the cool designs plus their socks are just the right thickness for a cycling shoe."

Just recently, DeFeet decided to enter the ultra-competitive golf market. They introduced the product at the 1999 PGA Show in Orlando where response was exciting.

"Golf is a large niche market," says Shane Cooper, the company’s CEO and founder. "DeFeet has done very well identifying the needs of athletes in other niche markets. Our philosophy is to work with the top athletes, determine their needs, and develop products that utilize the most technical yarns assembled with technical knitting machinery. The result is something that benefits the everyday golfer, runner, or cyclist."

DeFeet quickly gained a foothold in the golf sock market. Several players on the PGA, LPGA and Futures Tours use the product. Two of the bigger names are J. L. Lewis who won the 1999 John Deere Classic and the colorful Dennis Paulson who recently won the Buick Classic by defeating David Duval in a playoff at Westchester.

Was it the socks? Perhaps. Or perhaps enough that DeFeet routinely fields requests from other PGA professionals. So far, it’s mostly word-of-mouth marketing among the pros. Vice President Paul Willerton says there are two reasons why DeFeet should be successful in golf.

"First, the product can be custom knitted which appeals to companies, tournaments and outings," says Willerton. "Second, the product is clearly superior to what’s on the market right now."

While most golf socks are simply cotton or acrylic tube or tennis socks repackaged with the word "golf" on the label, DeFeet’s golf product includes five unique features.

There’s a stayfast top, a knitted logo, the Air-E-Ator mesh weave foot top for venting near the laces, abrasion resistant Dupont nylon at the heel, terry loop cushion for padding, and comfort on the sole plus abrasion resistant Dupont nylon at the toes. The socks also use a fabric called MicroSupreme for added comfort.

Socks can be purchased in various styles and colors including "The Master" mid-calf, "The fringe" low cut, the "Caddy" which is slightly higher cut than the fringe and "The Caddy Low"—another low cut.

And you don’t necessarily have to be well-heeled to afford DeFeet’s golf socks. Recommended retail per pair starts at $7.99 and customized socks are $9.99.

The custom option is somewhat unique in the sock industry and it’s a big part of DeFeet’s plans for its golf product. Poppy Hills on the Monterey Peninsula and Kiawah Island are two courses that have purchased DeFeet’s custom product.

"One of our strengths is that we develop and manufacture in house and that we can turn on a dime," says CEO Cooper. "We are not the largest sock company but neither is Ferrari the largest car company."

DeFeet’s custom department knits a company or group’s logo or name directly into the sock. And the results can be quite attractive and will likely help the company with its corporate and club sales. If you’re a member of, let’s say, Bushwood Country Club and you want to demonstrate some pride in your affiliation, why not have "Bushwood" knitted into the cuff of the sock for all to see? The minimum order of just ten dozen custom socks is also quite reasonable.

As much as DeFeet is looking for inroads into the golf apparel business, it’s still cycling that’s most important to DeFeet. Several Tour de France winners use the company’s cycling products; but the product is quite popular with mountain and recreational cyclists. DeFeet also provides socks to the #1 Mapei team in 2000. The company is rapidly expanding into other sports including skiing, snowboarding and running.

While DeFeet’s golf presence is increasing on the major and minor golf tours, plans are afoot for a more significant presence in "green grass" pro shops as well as other golf retailers.

While the company acknowledges that most golfers in the United States ride carts, its golf socks should appeal to walkers and riders alike. But VP Paul Willerton admits that the greatest benefit of the sock is for the die-hard walker.

"Our products will help people who ride in carts, but our socks will be truly appreciated by those who love to walk golf courses," says Willerton. "While DeFeet believes there is a place for golf carts in the sport, our sporting heritage (endurance sports such as cycling and running) embraces the fact that walking, and the right to walk, is at the very soul of the game of golf."

DeFeet’s cycling socks can be found in the Greensboro area at Cycles de Oro at 1406 West Northwood Street 336-274-5959. So far, the best place to find the golf line in the Triad or Triangle areas is on the company’s Website. Retailers who stock DeFeet’s product have experienced quick sell-through, according to Willerton.

One benefit of DeFeet’s advanced design and fiber technology is the decreased "fruitiness" of the sock after a hard day of 36 holes walking the course in mid-July. Cotton is actually more likely to retain certain annoying foot odors than DeFeet’s golf product plus cotton is more likely to harbor the bacteria that can lead to upturned noses in locker rooms at certain upmarket golf clubs.

So while most golfers might concentrate on clubs and balls for improvement in their golf game, they might be well-advised to look at their socks—for improved comfort, if nothing else. Nine years ago, who would have thought that a company that manufactured cycling socks could literally re-invent an industry and count Tour de France hero Greg LeMond as one of its owners?