Sock it to 'em

When the computer-animated film movie “Happy Feet” hit the theaters five years ago, nobody associated it with socks. But if you ask Ramesh Mirpuri, the association of happy feet with socks is inevitable.

Mirpuri owns the exclusive rights to distribute Thorlo socks in the Philippines through Colerosh, Inc. He’s proud of the product and insists he wouldn’t have invested in the brand if he didn’t believe it could create happy feet. For Mirpuri, that’s what Thorlo is all about – making sure that socks protect the feet and provide comfort, protection and cushion.

At the risk of being labelled an anti-nationalist with a colonial mentality, Mirpuri says Thorlos are exclusively made in the US – in North Carolina, to be precise. It has nothing to do with loyalty or disloyalty to any country, he points out. It’s just that when it comes to manufacturing high-quality socks, Mirpuri guarantees that Thorlos won’t fail your feet because the standards in the Rockwell, North Carolina, plant are second to none.

 Thorlo trace its roots to a small mill in Statesville in 1953 when Lewis and Mattie Throneburg started to produce high-quality boot socks for the military. In 1970, the Throneburgs’ son Jim took over Thorlo as president and set out to produce a function-driven product, geared towards foot protection, foot comfort and foot health. Quality and innovation became Thorlo’s trademarks. Today, Thorlo director of marketing Jeff Lawson claims all of the company’s knitting machines are so uniquely customized to produce specific socks that no other manufacturer has the know-how to duplicate the technology.

 “Thorlo has grown to a line of 54 patented and engineered activity specific sock products,” says Lawson. “It’s available to consumers throughout the US and in over 33 countries world-wide yet remains committed to being crafted by Carolina hands.”

 Mirpuri is convinced that anyone who tries Thorlos won’t use any other brand. Tennis legend Martina Navratilova, for instance, volunteered to endorse Thorlos after putting on a pair.  “It’s the original engineered-padded activity specific socks,” he says. “It’s like the socks are custom-made. There are socks for running, tennis, golf, anti-fatigue, walking, hiking, basketball and skiing. There are also socks for casual, dress-type, comfort and Western boot wear. You choose the sport, we match the socks. Thorlos offer protection without weight, padded technology, an aero-dynamic fit and a good defense against calluses, heel spurs, blisters, gout and plantar fasciitis. How can you go wrong with Thorlos?”

 Mirpuri adds that several top runners in the recent New York and Boston Marathons wore Thorlos. “Each sock is specifically designed for the impact of every sport,” he explains. “Running socks have cushion over toes to prevent runner’s toe. Whatever sport you play, Thorlos have the kind of socks you’ll need to protect your feet and enhance your performance.”

 Anticipating the mad rush of Christmas shoppers, Mirpuri has arranged for Thorlos to be available at the “Moroccan and More Bazaar” on the Cuenca Covered Courts in Ayala Alabang Village tomorrow and Sunday from 8 a.m. to 8 p.m. with a special “Buy 3 and get 1 Free” offer. You can’t get that kind of a deal anywhere else. Thorlos are also available at R. O. X. Fort Bonifacio, Planet Sports (Alabang, Trinoma, Rockwell, Shangri-La), The Athlete’s Foot (Alabang, Galleria) and Rustan’s (Makati, Gateway, Alabang).  Those interested to find out more about Thorlo may call Colerosh Inc. at Tel. Nos. 661-3022 and 640-4326.    

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Taking journalistic license, Ginebra San Miguel coach Siot Tanquingcen said basketball is a metaphor of life during a simulated press conference before school writers at the UST Varsitarian’s 13th National Campus Journalism Fellowship last Saturday. “The way I see it, it’s a journey,” he said. “Winning isn’t everything yet you want to get to that end point. The main thing is the journey, to get to the destination. The beauty is it’s like life, always changing but you’ve got to stay focused to arrive at your destination, to reach your goal.”

Tanquingcen was joined by Ginebra players J. C. Intal and Jay-Jay Helterbrand in sharing their most inspiring moments in basketball at the seminar in the Thomas Aquinas Research Complex Auditorium on the UST campus. Tanquingcen said making it to the San Miguel Beer team as a walk-on without being drafted or invited to practice was an unforgettable achievement because “I was never a good player and most of time, I sat on the bench.” Intal said hitting the deciding shot for Letran over San Beda in overtime in the 2000 finals of the NCAA junior championships in his only year with the Squires was a proud moment. “After I made the shot, I went to my dad, hugged him and cried,” said Intal. Helterbrand said his proudest moment was living his dream of playing pro basketball in front of his mother. “My father had passed away and he would’ve been so proud to see me playing,” said Helterbrand. “My mom came to watch me play in the PBA and cried. I just hugged her so tight. It was a great feeling to make my mom so proud of me.”

 After the simulated press conference, the students wrote about the experience in a drill where prizes were awarded for the best 10 stories. They were given only 20 minutes to turn in their pieces. The prizes were donated by San Miguel Corp., Ginebra San Miguel, the PBA and The Philippine STAR. The names of the 10 winners were published in yesterday’s column.