Nearly every sock on the market is designed for people with narrow legs and feet, which leaves tens of millions stuck (literally) in ill-fitting socks. Wide Open was created to make the best everyday socks for wide legs and feet. We worked for over a year with the innovation and executive team at Darn Tough Vermont, speaking to people to identify and articulate meaningful insights. The market need and opportunity were so great that the executive team decided to launch Wide Open as a new brand. We tested messaging and brand perceptions, created a brand identity, and led the launch strategy.