The brand focuses on Canada’s mid-to-high-end sports market (outdoor hiking, fitness, ball sports) for young and middle-aged consumers pursuing functional, high-quality gear, and aimed to boost competitiveness by adding sports socks to its lineup.
Key pain points: ① No sock design/samples and lack of professional knowledge in material/craft selection; ② Concerns over cross-border customization issues (inefficient proofing, quality inconsistency, communication barriers) and urgent need for fast delivery to seize peak season opportunities.