Stance
Stance is a Californian brand founded in 2009 that makes socks, underwear and T-shirts. Based in San Clemente, it is the official on-court sock supplier of the NBA and the official sock of Major League Baseball.
| Founded | 2009 |
|---|---|
| Headquarters | San Clemente, California |
| Products | Socks, underwear, T-shirts |
| Markets | More than 40 countries |
| League partnerships | NBA (2015), MLB (2016) |
| Website | stance.com |
What is Stance?
Stance is a socks-led apparel brand headquartered in San Clemente, California. It was founded in December 2009 by Jeff Kearl, John Wilson, Aaron Hennings, Ryan Kingman and Taylor Shupe, with the aim of turning an everyday basic into a design category.
Products and positioning
The core product is socks, for sport and lifestyle use, and the range has expanded into underwear and T-shirts. Stance positions itself as a design brand within a commodity category, using graphics, colour and performance features.
Sports partnerships
In April 2015 Stance was announced as the official on-court sock of the NBA from the 2015 to 2016 season, the first league deal of its kind to allow an apparel company's logo on players' socks. In May 2016 it was named the official sock of Major League Baseball.
Distribution
Stance is sold in more than 40 countries through wholesale partners and its own channels. It operates 18 retail stores in the United States and opened its first international store in Covent Garden, London, in October 2018.
Why it matters
Stance demonstrates how league licensing and design storytelling can lift a basic accessory into a brand category with its own stores and international wholesale reach.
Frequently asked questions
Where is Stance from?
Stance is from the United States and is headquartered in San Clemente, California.
Who founded Stance?
Stance was founded in 2009 by Jeff Kearl, John Wilson, Aaron Hennings, Ryan Kingman and Taylor Shupe.