Our Biggest Expo Yet

The Comrades Marathon

Some events you attend. Others remind you exactly why you do what you do. The Comrades Marathon, known as the Ultimate Human Race, was the latter. 

Over three days in Durban, we sold close to 3,000 pairs of Sox Footwear socks, going toe-to-toe on the expo floor with seven other major sock brands, including Falke and Balega. On top of that, 24,000 pairs went out in race-day goodie bags, putting our socks on the feet of nearly every runner who lined up for the start.

For distributors wondering whether socks can really move at this kind of scale, this is your proof. People weren’t just excited about the new designs, they kept telling us how happy they were to still be getting the same great quality they’ve come to know and trust over the past three years. That kind of consistency is what turns a goodie-bag freebie into a repeat customer, and a repeat customer into a distributor's best asset.

What stood out most wasn't the stock numbers but the stand itself. Our team made a point of being approachable, friendly, and genuinely in good spirits all weekend and it showed. We lost count of how many customers told us they'd only stopped by "to see what the vibe was about," with no intention of buying anything, and walked away with socks in hand because they enjoyed themselves at our stand. One runner even tracked down our sales rep to buy a pair of two-day-old Comrades socks off her feet, at full price.

The clearest lesson from Durban: we underestimated demand. Our run of 1,000 Comrades-branded socks sold out well before the weekend did, and we'll be doing things differently next time. If you're a distributor thinking about where Sox Footwear fits in your range, get in touch with our team, we'd love to show you what a stand full of good energy and great socks can really do.

Durban, thank you for the welcome. We'll see you next year.

A SIDE NOTE FROM MARKETING MANAGER, MARIETJIE VISSER

Attitude Determines the Day: Lessons From My Fourth Comrades Expo

This year marked my fourth Comrades Marathon Expo. It’s safe to say I’ve done my fair share of expo events. In fact, I could probably draw the DHL Stadium floor plan from memory. And while Comrades has never been my favourite stop on the calendar, this year rewrote the script.

It was my first expo with Sox Footwear, and early on our CEO, Francois, told me something that stuck: attitude determines the day. I can say with complete honesty that this team lives up to it. We were tired. We got frustrated at times. Despite it all, our spirits remained high, and I ended up having the time of my life. Francois made a point of pulling us out for 30 minutes of movement every day. As someone who regularly trains indoors, I'd genuinely forgotten what a hit of endorphins feels like when you're out in the sun, followed by the sting of salt water afterward.

If you're working an expo, here's what I'd tell you:

• Wear the right shoes: Trainers are your best option. If you have to wear a sneaker, steer clear of anything with a hard insole, go for something cushioned. Your feet will thank you on day three.
• Drink lots of water: All day, every day. Non-negotiable.
• Call everyone sir and ma'am: Just trust me on this one.
• Let your attitude determine the day: Choose to be happy to be there.
• Team work makes the dream work: We worked together as a team, getting food for each other without asking, and eye contact being enough to know what to do: for the best of the team, the client, and the Sox Footwear Brand

That last one matters most. The reality is, it can get dark and a little depressing inside the "dome" of expo life. But it's usually only three days and those three days are a real chance to connect, with your consumers and with each other.