After a year of brainstorming, testing, and perfecting, the ultimate running sock—designed by runners for runners—is finally here! Introducing Minus33’s Mountain Heritage Elite Trail Running Ankle Socks, created in collaboration with WeeViews and its Rising Stars tester group.
Nestled in the rugged landscapes of New Hampshire, Minus33 is a leader in Merino wool outdoor gear, built to withstand even the harshest environments. Their products are tested in extreme conditions, including Mt. Washington Observatory—home to the “world’s worst weather,” where windchills can plummet to -102.59°F.
Though Minus33 began in the snowmobiling industry, their expertise in Merino wool made a natural progression into hiking, skiing, hunting—and now, running.
In a world dominated by synthetic fabrics and cotton, wool might not be the obvious first choice for running socks. Isn’t it too hot? Too itchy? Minus33 prides itself in busting these common wool myths.
Merino wool is sourced from Merino sheep, which originated in Spain. Despite their heavy wool coats, they thrive in cold mountains and hot plains alike. Their wool fibers have a natural crimp that creates air pockets, trapping warm air inside near the skin when it’s chilly, but also wicking moisture away in hot environments.
When crafted into clothing, Merino wool maintains these unique properties:
What runner doesn’t want moisture-wicking socks that won’t make their friends and family give side eye when the running shoes come off?
Ready to learn more about Merino wool? Visit Minus33's website to explore their expertise.
Related: Merino Wool for Runners
It all started at the 2023 Outdoor Media Summit, where WeeViews co-founder David Moore met Minus33’s marketing director, Mike Bednaz. They quickly realized they could solve a mutual need. Mike needed authentic, performance-based feedback from dedicated runners to develop a sock that wasn’t just labeled for runners but was truly designed for them. Meanwhile, David had access to exactly the kind of community Minus33 needed—runners who value function, form, and (let’s face it) never say no to new socks.
“While our Merino clothing and sock lines had been extensively tested by hikers, hunters, and casual users over the years, we really hadn’t dialed in on the needs of runners and what makes a good running sock…we thought the community at WeeViews would be the ideal group to collaborate with to help us survey, prototype, test, and develop the perfect running sock,” explains Mike.
From that conversation, Project Wee-Run was born.
In the early phases of Project Wee-Run, Minus33 and WeeViews assembled 40 Rising Stars (a select group of WeeViews members who continue to contribute top-notch reviews to the site) to serve as the ultimate testing group. These runners ranged from weekend warriors to elites, offering insights from every corner of the running spectrum.
Related: How to Become a Rising Star
Minus33 kicked things off by surveying testers on their sock preferences, such as:
As you might expect, every runner has slightly different preferences when it comes to design. “Some testers wanted tall socks, some wanted shorter socks, some wanted no cushioning at all, some wanted just cushioning under the balls of their feet…” explains Minus33 president, Lawson Glidden.
However, common themes around fit, moisture control, and performance were enough to launch the first round of prototypes into action come November 2023. After logging countless miles, testers provided constructive feedback that informed a second round of prototypes released in March 2024.
WeeViews Rising Stars are known for their open, honest, and thorough reviewing skills, so the Minus33 team took full advantage of this unique opportunity. The 40 runners provided their feedback on the socks with respect to fit, feel, performance, durability, design, and style through multiple surveys and virtually over Zoom.
Minus33 took the beta and used it to redesign the technical specs to better reflect what runners want. Some common themes in the first round of testing included an athletic fit, durability, breathability, and blister-free comfort for long distances.
After yet another round of testing/feedback in early March of 2024, Minus33 was ready to launch “the ultimate running sock” into production in early August!
According to Mike, many clothing companies create socks that are marketed as running, cycling, or hiking socks, but the designs don’t actually change much across sports! Plus, wool companies will often sacrifice wool content in favor of grippy properties when making performance socks.
Project Wee-Run is different!
“We're proud that we were able to get so much Merino wool into this running sock…More Merino wool means more softness, more moisture control, less odor, less microbes, less blisters,” says Lawson.
Minus33 sought to deliver a running sock that actually met the needs and wants of runners.
Throughout the process, Lawson came to appreciate just how important the fit of a running sock is: “Runners really push their socks and shoes to the limit, and over the course of 20 miles of hard running the tiniest bit of looseness will turn into a hotspot or blister…We'd send out the socks thinking ‘wow those were tight’ and the focus group would come back and say ‘tighter’.”
It wasn’t until Lawson got new materials and adjusted the machines in the manner of a mad scientist that the sock finally fit each tester perfectly without any signs of slippage or blistering.
In the final stages of development, one tester told Lawson that the week prior they had gone out with their favorite shoes and favorite socks and ran 20 miles and gotten blisters on their feet (like always). Then, they ran that week with their favorite shoes and the new Minus33 running sock didn’t get a single blister!
That’s when Lawson knew…”This sock is ready for production.”
Here’s what some testers had to say about the finished Minus33 running sock:
Find Rising Star reviews of the final product here.
Project Wee-Run exemplifies what happens when two passionate communities unite to create something exceptional. Minus33 brought the craftsmanship; WeeViews Rising Stars delivered the real-world testing and feedback. The result? A running sock that rises to every challenge for every runner.
Where to Buy
Ready to elevate your sock game? Check out the Mountain Heritage Elite Trail Running Ankle Socks on the Minus33 website.
Have you ever run in Merino wool clothing or socks? What is your experience with it? Leave a comment!
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