Shane Cooper founded DeFeet 15 years ago. Growing up, it was doubtful that he made many 'most likely to succeed' lists, but few would argue now that he hasn't done just that. Cooper singlehandedly designed, developed, manufactured, and brought to market, one of the most successful socks in history: the Aireator. Cooper is the inventor of what is known today as the airflow, mesh weave design sock. Lightweight, thin, super durable and customizable, the Aireator by DeFeet was adopted on site by athletes in a multitude of sports. Many of those athletes still use DeFeet socks, today. Some, the same pairs they've had for over 10 years.


Today, Cooper is the most visible figure for DeFeet. He travels the globe, meeting retailers, doing events, testing and developing new designs, and meeting with top athletes. He still rides his bike nearly every day, and he often gets a run in as well. He even does some touring with his rock band from the 80's. It is doubtful there there has ever been a more visible figure, from an endurance athlete's perspective, who made his name from developing socks. In an age when many companies create an 'exit strategy' before their products even hit the market, Cooper remains steadfast in his position as Founder and Chief Sockologist of DeFeet. It is obvious that he is doing what he loves to do, and it shows in the consistent qualities that have become DeFeet hallmarks over the years. Fit the best, move the most air, move the most moisture, dry fastest, be the most durable. Have the best service. These are qualities that Cooper has not budged on in 15 years of making DeFeet products. If it won't meet that criteria, Cooper won't have it in the line.

Cooper recognizes globalization also means that manufacturing in the United States has new challenges. As of today, 100% of DeFeet socks come from the DeFeet factory in Hildebran, NC. He has always likened the DeFeet process of creating products to that of an old distillery in Scotland creating single malts, or the meticulous work that a custom framebuilder puts into their hand-finished products. To DeFeet, a sock never was just a sock. There are many differences. It's always great to hear from people that have learned that on their own, over the years, by practicing their sport. Cyclists, runners, skiers, and hikers that have done their sport enough to realize that their socks didn't only help them do their sport better, but they held up like no other piece of gear they own.

Many of those athletes are the best in the World at what they do. In the sports that DeFeet specializes in, creating power through the legs and feet is paramount to success. Shoe or boot fit has to be absolutely precise. It becomes an issue of a milimeter, a milimeter there. Power transfer rules everything, but it still needs to feel good. This is the environment where the science behind DeFeet knitting and material selection shines brightest.
The past two professional road racing World Champions won in

DeFeet socks and continue to use them today. In the pictures on this page, Cooper is meeting with current World Champion and Olympic Champion, Paolo Bettini.

To Bettini, a sock is not just a sock. His shoe, pictured here as well, is his platform and critical translator of his power. But the shoe has it's limitations. There is still the final issue of a milimeter here and there. Cooper understands this speak. Look at the hands of Bettini and Cooper. This is called the

'international lanquage of speed and comfort'. It doesn't matter that Cooper doesn't speak Italian beyond the required naughty words. From DeFeet, Paolo will get a piece of his puzzle for what he needs to translate his speed into championships. Paolo knows what works. See the logo on his UnD Shurt. Another DeFeet product he's used for many years.

Cooper's efforts might seem excessive to most. Just as winning a World Championship might seem excessive to a person that rides a

bike for fitness alone. But just as top level racing made that bike more enjoyable to ride for fitness, top level racing is making DeFeet create even better products for every person. We don't rest on our laurels. When DeFeet socks won their first World Championship and Tour de France in the early - mid 90's, we didn't stop. Just like today we won't stop just because a couple more championships were won. The never-ending quest to remain the very best continues. Shane Cooper is out there demanding it. Hunting it down alongside the best athletes on the planet. DeFeet offers the finest products and the best service available. Cooper started it like that, and he won't have it any other way.