Nick Lateur says you can find him in the club – the Sock Club (asi/88072), that is.

The 12-year promo industry veteran has taken on a new position as the Austin-based supplier’s director of new product sales. In the role, he will lead Sock Club’s expansion into new categories beyond socks in 2027.

Nick Lateur, Sock Club (asi/88072)

“Our expansion comes down to a simple idea: Make good things, and make them well,” said Noah Lee, founder and CEO of Sock Club. “Design has always led everything we do, and every new product we add will be held to the same standard as our socks, from the first mock-up to the final inspection. Nick knows this industry and the distributors in it as well as anyone, and he’s the right person to lead this next chapter.”

Lateur most recently served as vice president of revenue at promo tech startup Merch.ai. Before that, he worked at Counselor Top 40 supplier HPG (asi/61966), where he held roles including director of sales and brand director.

“Service, design, speed. Simple concepts, but not-so-simple execution, and Sock Club does all three better than anyone,” said Lateur. “Ideas are everywhere in this industry. Turning them into something real takes creativity, collaboration and, most of all, people. I’m excited to do that alongside a team that’s already built something special, and to reconnect with a lot of old friends along the way. You can find me in the Club.”

Founded in 2012, Sock Club is a Counselor Best Place to Work offering U.S.-made custom socks. Last year, Sock Club pledged to donate 100,000 pairs of socks to unhoused people, providing matching donations for every pair of socks ordered.