DeFeet International is based in the city of Hildebran in Burke County, NC. Its 50 employees weave specialized socks for cyclists and runners.
Paul Willerton, Partner and Vice President of Marketing said during the 2012 Summer Olympics in London, he's seen DeFeet socks on some of the cyclists. According to Willerton, what an Olympic athlete wears in their shoes can help or hinder their racing performance.
"The way the temperature of your feet go, so goes the temperature of your body. If your feet are really boiling, your body temperature is going to go up. If your feet get too cold, your body temperature will drop," said Willerton.
He added, "During the summer time in a sport like cycling when it's really hot out, part of maintaining athletic performance over 5 to 6 hours is being able to keep your feet in an ideal state."
Willerton said the combination of materials used and how DeFeet socks are woven makes them popular with elite athletes.
"A sock that gets a little more air moving to your skin. It tends to collect moisture more quickly and it not only performs better inside the shoe but it lasts longer."
DeFeet International began in 1992 and according to Willerton, the company caters to competitors from across Europe, Asia, Latin America in parts of the Middle East and in the United States.
