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Puma turns heads with $100 gamer socks

German sportswear brand Puma has released its first edition Active Gaming Footwear in the form of a sock created for console gamers. 

Intended to be used indoors, the sock is said to offer comfort, support and grip to accommodate the various positions held while playing video games. 

Perhaps unsurprisingly, the release has garnered much attention online — so much so that Matt Shaw, team head of digital marketing and gaming for Puma, composed his own Q&A thread on Twitter. 

In his thread, Mr Shaw explained that Active Gaming Footwear is designed to complement Puma’s console gaming chair, based on ergonomic principals. “The word ‘active’,” he wrote, “is used to describe how the product supports players as they transition between positions during gameplay.”

He explained that the design details for the sock’s three “modes” — medial wrap-up grip in SEEK mode, lateral wrap-up support in ATTACK mode and heel wrap-up stability in CRUISE and DEFENSE mode — came from research identifying positions console gamers put their bodies into when performing specific tasks.

The socks — which retail in the UK for £80 — are also said to have TPU skin added support, engineered knitted upper for comfort and breathability, custom last sock-like fit, a low profile rubber outsole for grip, and an insole with two densities foams co-moulded with a non-woven layer to improve comfort and increase torsion control.

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