Socksmith's Inaugural Retailer of the Year (ROTY) Awards, 2025
We’re thrilled to announce the launch of our very first Retailer of the Year (ROTY) Awards! This is your chance to be recognized for your incredible efforts in bringing Socksmith to life in your stores and communities.
We're celebrating our amazing brick-and-mortar retailers who go above and beyond in creativity, marketing, and community involvement. Whether you’re a single-store boutique or a thriving multi-location shop, now’s the time to step into the spotlight.
💡 Did you know
Retailer awards like the Socksmith ROTY Awards are more than just a title—they can boost your store's credibility, increase customer trust, and even improve sales! According to studies, award-winning businesses experience an increase in revenue and are more likely to gain new customers due to enhanced brand recognition. So, by participating, you’re not just competing for prizes—you’re investing in your store’s success!
Award Categories
We’re honoring retailers in three key categories:
Awarded to the retailer that creates the most impactful marketing effort featuring Socksmith. Think eye-catching email campaigns, social media reels, in-store events, and creative collaborations.
This award goes to the retailer who most creatively and successfully incorporates Socksmith products into their offerings. Whether it’s through stunning in-store displays, engaging online product features, or strategic upselling techniques, we want to see how you make Socksmith shine.
A retailer who leads by example in giving back to their community. This could be through charity events, sustainability initiatives, pop-up partnerships, or donations. Show us how you make a difference!
The ultimate title goes to a retailer who excels across all three categories—or demonstrates an outstanding, well-rounded commitment to innovation, customer engagement, and brand alignment.
Awards & Prizes
Winners will be celebrated with exclusive prizes and recognition, awarded across multiple levels:
Category Winners: Each category will have a dedicated winner, with separate awards for different store sizes and store types/industries.
Retailer of the Year: The overall ROTY title will go to the retailer who excels in multiple areas.
Store Size Recognition: We will award prizes to retailers in different size categories, ensuring fair competition for small, mid-sized, and large stores.
Industry Recognition: Prizes will also be given based on store type and industry, recognizing excellence within specific retail segments.
Prizes include:
A Socksmith display tower for your store
Custom signage to celebrate your achievement
Exclusive Socksmith SWAG for you and your team, or to use as giveaways
A sock donation to an organization of your choice (quantity to be announced)
Neon sign valued at $700+ with endless color options
A 20% one-time discount valid for six months
ROTY decals for your store window
A gift card to reward employees (options include coffee shops, bagels, and breakfast spots)
Meet Your Judges
Where are you located?
Sean: Santa Cruz, California.
Michelle: Medford, Oregon.
Rae: Santa Cruz, California
How many years experience do you have in the retail industry?
Sean: More than most. Less than some.
Michelle: 45 plus years. My first job was at The Wet Seal when I was 14.
Rae: Eight.
What is your current role, and how did you get into the retail/wholesale industry?
Sean: My current role is the President of Socksmith Design. I cut my retail teeth years ago, starting like most people do, as a sales person at a retail store. Years later, I bought a store that I had for years, and years. After that, got into wholesale. You could say the "industry" is in my blood!
Michelle: I am a retail consultant who helps retailers with buying, merchandising, design, and display.
Rae: I'm Senior Marketing Manager, and I head the marketing team here at Socksmith. I studied events at a university in England. When I moved to the US in 2017 I began working in the outdoor industry doing marketing events. From there, I transitioned into more of a marketing-related role at Socksmith and worked my way up throughout my six years here.
What has been your most memorable retail-related achievement or milestone?
Sean: My most memorable retail moment was having Neil Young, Joan Baez, Jonathan Winters, Richie Havens, and Diane Keaton in my store (not at the same time!).
Michelle: I don’t know if it was an achievement but it has been the biggest milestone. Closing my three stores at the Santa Monica Fred Segal complex. Lots of lessons that I have learned in my career.
Rae: Meeting some of my mountain biker crushes at outdoor events.
What’s your favorite pair of Socksmith socks, and why?
Sean: Our classic Duke Kahanamoku in cotton and blue colorway. I have several pairs and I wear them every week because Duke's quote - "Without water, I am nothing" is on the sock and it's a great reminder that everything comes back to the ocean.
Michelle: Not to be political but… the RGB socks. She was the biggest advocate for gender equality and women’s rights.
Rae: I always go for my Wear These Socks and Bamboo Basics. They're the comfiest and I like that they go with all of my outfits.
If you could design your dream pair of socks, what would they look like?
Sean: My dream pair of socks is my family's portrait knit into it (not printed, like those cheesy socks out there), since I don't have them tattooed on me.
Michelle: Well, if you have listened to my podcast, you know how often I drop the F-bomb. I think it would be the word F*ck in all different fonts, colors, and designs.
Rae: Hmm, I'd have to say a soft Merino wool crew pair in pink. No pattern, just something that pops with my bike.
If socks could talk, what would your favorite pair say about you?
Sean: "How many friggin' pairs of shoes do you have??"
Michelle: That I’m a smart ass that’s all about comfort. Mushy, soft and cozy.
Rae: My feet are soft but could use a pedi more often.
If you could give one piece of advice to someone starting out in retail, what would it be?
Sean: Don't. But, if you have to, and some of us do, pay attention to your open-to-buy and your margins. And, make sure you have someone to ask questions to, who knows what they're doing!
Michelle: Take risks. Jump. My best lessons have been “failures”. If you don’t take risks, you stay complacent. There isn’t growth in staying safe. Try everything, test the waters and if something does fail, lean into the lesson.
Rae: Stay updated with online tools so you can work smarter, not harder!
How to Win
Each category will be judged by market segment, so all retailers—big or small—have a fair shot. Below are detailed ideas and examples of what makes a strong entry:
Best Co-Marketing Campaign
This category is all about how you promote Socksmith through creative and high-impact marketing. Winning campaigns will demonstrate strong engagement, brand alignment, and innovation.
Examples of Strong Entries:
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Email Campaigns: A well-designed email campaign featuring Socksmith with strong open rates, engaging copy, and clear calls to action.
Example: A fall-themed “Cozy Up with Socks” campaign showcasing Socksmith’s Warm & Cozy collection.
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Social Media Promotions: Eye-catching Instagram Reels, TikToks, or Facebook posts that drive engagement.
Example: A retailer featuring Socksmith socks in fun, short-form videos styled with different outfits.
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In-Store Events: Hosting engaging events that introduce customers to Socksmith.
Example: A “Socks & S’mores” evening where customers can shop while enjoying themed treats.
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Influencer Collaborations: Partnering with a local influencer who embodies your store’s vibe and values.
Example: A skateboarder showcasing Socksmith’s Active Crew collection in an engaging Instagram post.
Best Product Integration
Retailers in this category demonstrate creative, effective ways of merchandising Socksmith products in-store or online.
Examples of Strong Entries:
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In-Store Displays: Thoughtfully designed merchandising displays that tell a story.
Example: A “Sock Diner” window display featuring Socksmith’s retro Coca-Cola socks styled as milkshakes in glass cups.
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Themed Bundles or Gift Sets: Cross-promotions that encourage multi-product purchases.
Example: A “Self Care Sunday” bundle featuring Sweater Socks, a candle, and a relaxing tea blend.
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Online Store Placement: Effective use of Socksmith in online merchandising.
Example: A “Complete the Look” feature pairing Socksmith’s hiking socks with boots on your website.
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Staff Engagement & Upselling: Training staff to wear and promote Socksmith socks to customers.
Example: Employees styling their outfits with Socksmith socks and offering styling tips to shoppers.
Top Community Partnership
This category celebrates retailers who make a meaningful impact in their communities.
Examples of Strong Entries:
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Charity Events & Donations: Initiatives that give back.
Example: A one-day sock drive where for every pair purchased, one is donated to a local shelter.
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Sustainability Initiatives: Eco-friendly practices that align with Socksmith’s sustainability goals.
Example: Highlighting and promoting Socksmith’s bamboo sock line as an environmentally friendly choice.
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Collaborative Local Events: Partnering with community organizations.
Example: A winter pop-up with a local coffee shop where 10% of sales go to a neighborhood school.
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Supporting Healthcare Workers: Direct contributions to those in need.
Example: Donating Socksmith’s medical-themed socks to a local clinic
Retailer of the Year 2025
This title is awarded to the retailer who shows a well-rounded excellence in all areas. The winner will have demonstrated outstanding commitment, innovation, and impact in marketing, product integration, and community efforts.
Important Dates
- Now - December 2025: Retailers engage with Socksmith and track their efforts
January 1st - 16th, 2026: Application window opens
January 17th - 23rd, 2026: Judging period
January 29th, 2026: Finalists announced & winners celebrated!
How to Enter
To apply you must complete these steps.
1. Express your interest here:
2. Submit examples of your marketing, product integration, and community efforts to ROTY@socksmith.com.
3. Keep your eye out for your application URL when the Application Window opens in 2026.
FAQ
Who is eligible to participate?
Anyone! As long as you are an approved Socksmith retailer.
How do I apply or get nominated?
We'll open up applications in January 2026. This will be a lengthy application form and we'll expect you submit evidence of your contributions.
Can I fill in the application now?
You must wait for applications to open in 2026 to compete for the ROTY title.
I did something really cool last year - can I include that in the application?
Yes, you absolutely can! Although this will not qualify for specific categories, our Retailer of the Year title will take into consideration all areas of outstanding business.
What/how do I keep track?
Submit any examples of engagement to ROTY@socksmith.com as you go, or in bulk as you complete your application.
Do I have to sign up to fill out an application in January 2026? What if I didn't sign up but I still want to submit an application in 1/26?
You can express your interest throughout the course of 2025, and your "sign up" will be used to send you dedicated information for the ROTY program. Anyone can apply as long as their application is submitted within the application window (January 1st - 16th, 2026).
Do I need to win a category to be considered for Overall Retailer of the Year?
No. The Overall Retailer of the Year is awarded to the retailer who demonstrates a well-rounded commitment to excellence in all categories, even if they don’t win in a specific category.
Can a retailer win more than one category?
Yes.
How do I compete against a bigger store with more resources?
We'll be breaking down prizes by market segment, and store size.
How are winners selected?
Winners are chosen based on a combination of metrics (e.g., sales data, campaign results), visual and narrative submissions (e.g., photos of displays, descriptions of events), and overall alignment with our brand values. A panel of judges will evaluate submissions for creativity, impact, and effort.
What if I’m new and haven’t had time to build my presence in all categories?
We encourage all retailers to participate. Effort, creativity, and alignment with our values are as important as results, so don’t hesitate to showcase what you’ve achieved so far!
Can I include additional materials like testimonials or press coverage?
Absolutely! Supporting materials that highlight your impact and efforts are welcome.
Who can I contact if I have questions?
Please reach out to ROTY@socksmith.com.
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