Bombas is strengthening its focus on performance with a new sub-line called Bombas Sport, offering socks designed for movement across a range of activities.

Though initially known as a casual sock brand, Bombas already had a robust performance presence prior to putting a name to the new category, CEO David LaRose explained to FN.

LaRose, who joined the company last year from Under Armour, said, “You think about things like run or ski or hike or studio, we just never really differentiated between the brand, and so Bombas Sport gives us a chance to really showcase what it means to be a great performance brand.”

The share of new customers shopping at Bombas Sport has increased by almost 40 percent year-over-year, and repeat engagement is on the rise, as is the number of customers returning to purchase Sport products, which is almost doubling year-over-year. Today, performance accounts for about 20 percent of total sock revenue across e-commerce and retail, up about 60 percent year-over-year.

The creation of Bombas Sport also makes sense given the brand’s partnerships with athletic-focused wholesale partners, including Dick’s Sporting Goods and Scheels.

As for the defining elements of the performance socks, LaRose said, “With anything here, we’re always down to every single detail. We don’t take basics for granted. So always thinking about things like compression in the right places or zonal cushioning, thinking about breathability of product, thinking about thickness and the kinds of yarns that we use.”

The team pays attention to the different elements needed for each activity, with one example being extra footbed compression, extra cushioning in certain hot spots and blister tabs for running socks. Another example is the low-profile studio gripper sock, a thinner, no-show option mimicking a ballet slipper, which is apt for barre or reformer pilates.

When selecting which subcategories to include, LaRose said Bombas is always listening to customers, catering to fans of skiing, hiking, golf, tennis and pickleball, for example. LaRose also mentioned the All Sport socks, which are flexible products with performance elements.

Looking ahead to how the sub-line might evolve, Bombas will continue to follow the customer and keep an eye out for variation opportunities, whether changing silhouettes or fabrics. In terms of footwear, while Bombas isn’t making running sneakers any time soon, the brand is still looking toward offering shoes that are more outdoor-friendly. This follows the release of the Saturday slipper at the holiday, the brand’s first outdoor shoe, which expanded the brand’s successful slipper category.

“We’ve started to move toward things that are more weather-resistant, that belong in those same types of cozy and casual places,” LaRose said. “I think we’re known for foot comfort, so we keep heading toward that.”

Bombas Sport also follows the brand opening its first retail stores in 2025, starting with the Bleecker Street location in New York City’s West Village.

LaRose emphasized that Bombas Sport stands out in part due to the brand’s dedicated community, with aided awareness in the U.S. at 44 percent. The label’s followers are also passionate about its one-to-one giving mission which donates products to people experiencing homelessness.

Speaking on what lessons he’s learned since starting at Bombas, LaRose emphasized how meaningful the charitable mission is. “More than 70 percent of our customers know our mission. I don’t think I fully understood the power of that on the way in the door. We just crossed 200 million essential clothing items donated. We’re donating essentially one per second right now.”

The CEO continued, “I think what that means is we have such an engaged customer base, and people are so connected to our brand that a lot of the answers are really coming from them. When it comes to Bombas Sport, it’s really about watching how people use our product and ask for more.”