A plan of mine while walking the halls of the 2017 PGA Merchandise Show was to spend some time on the apparel end of the massive convention center. We all know it is much more fun to spend time looking at the latest equipment technology. However, it is easy to forget that companies in the soft goods arena are investing significant time and money to bring us technology in our clothing and the latest styles in golf fashion.

Having served as a consultant in a former life to Sara Lee Corporation, I have seen a sock manufacturing operation up close and personal. Needless to say, I have tried every type of sock possible - dress socks, athletic socks, no-show socks, performance socks, and the list goes on.