Sign up to receive 5 free days of our daily summary for tech news.

Taking a Stance Against Online Advertising

At a time when most marketers are debating how much money to spend on Google search, Facebook or YouTube, sock company Stance is betting its future elsewhere.

The San Clemente, Calif. company has spent only $250,000 on advertising since its 2009 launch. Yet it has sold a total of 15 million pair of socks in that period, relying on free social media through stunts like an Instagram sock hunt. And now, fresh from a $50 million series C investment round last month, the company plans to enter the underwear market in the fourth quarter.

No subscription? You're missing out.

Join the high-powered community of tech and business leaders who rely on The Information's original news and in-depth reporting.

Mr. Tran said the lawsuit “ended up being a blessing in disguise,” because it prompted the company to take risks with social media that other companies shied away from.

Login or Subscribe to follow the discussions happening here and real-time in our   Slack Community.
Read comments from top tech and industry leaders
Joe Lonsdale
Joe Lonsdale
Founding Partner, Eight
Chamath Palihapitiya
Chamath Palihapitiya
Founder & Managing Partner, SocialCapital
Tina Sharkey
Tina Sharkey
CEO, Brandless
Jonah Peretti
Jonah Peretti
CEO, Buzzfeed
Adam D'Angelo
Adam D'Angelo
CEO, Quora
Brit Morin
Brit Morin
Founder & CEO, Brit + CO
Dustin Moskovitz
Dustin Moskovitz
Co-Founder, Asana
Christina Miller
Christina Miller
President & General Manager, Turner
Max Levchin
Max Levchin
CEO, Affirm
Adam Mosseri
Adam Mosseri
Director of Product, Facebook
Alex Mather
Alex Mather
The Athletic
Martha Josephson
Martha Josephson
Partner, Egon Zehnder
James Murdoch
James Murdoch
Co-Chief Operating Officer, 21st Century Fox
Andrew Kortina
Andrew Kortina
Founder, Venmo
Ben Chestnut
Ben Chestnut
Co-Founder & CEO, Mailchimp
Ruchi Sanghvi
Ruchi Sanghvi
VP Operations, Dropbox
“We hired Nick to come up with the next taco truck in Alaska.”