We never really launched the ATHL Sport Sock. We put them out, played basketball in them, we even took them hiking a few times. However, through all that the opportunity to go — "you guys, these are great" never really presented itself. Well, we figured that the best way to really test that was to get them into the hands, or feet, of the folks that are out there actually using them. Let them talk about the extra padding on the bottom of the foot, or the extra bit of height that makes them look good in basketball shoes. Then again, you could watch the above film and be ok just letting our new sport hero Silke Milliman do the talking (and we're guessing she does that with her game.)
It has been a while since we have teamed up with her father Chris Milliman. Back in the day his awesome photos were all over our space. We did a story together about Mo Bruno Roy and her Se7en Cycles cyclocross bike. He sent through some amazing photos of Fabs Cancellara on a hotel bed holding his Flanders trophy — and no matter how odd that sounds, it is true. Milliman is an imposing figure wherever he goes. Most of the time he's taller than everyone else around, but it makes finding him within a sea of Belgian fans easy.
It turns out that his daughter is on the same track. We have been getting updates for a couple years now — who wouldn't be proud of the fact that your daughter basically rules on the basketball court?? However, this year we actually had something to give back — "Would she and her teammates be into testing out some of our basketball socks?" It was a simple enough question and one that eventually produced this little one minute film by Chris — starring Silke.
It reminds me of days spend in my middle school gym. My father was the tech ed teacher and while he worked late at night I would shoot... and shoot... and then pull out the AV equipment, put on a video by Steve Alford and shoot some more. Although 100 shots and 100 free throws is easier with a rebounder. It was also dark whenever we left the gym, so this little short, with its snow drifts is totally after my Wisco heart.
A big big shout out to Chris and Sike for not only turning in a great little film to get us pumped for our weekly basketball games, but also for making it look so damn smooth!
The ATHL Sport Sock in Blue and Bright Green
The ATHL Sport Sock in Pink and Blue