TOETOE Limited, the UK manufacturer of innovative hosiery, has appointed consumer brand and entertainment specialists Boom! with a consumer and B2B PR brief to build the profile of its market leading brand TOETOE.

TOETOE Limited has been the UK’s leading manufacturer of toe socks since 1999, and the company is seeking to capitalise on the upsurge in consumer interest in toe-separated footwear.

Toe socks are socks that have been manufactured with individual ‘toe pockets’ for each toe, like a glove. Boom! will focus on building awareness of the benefits of toe separation in footwear outside the yoga and Pilates communities, where TOETOE’s sustainably produced cotton toe socks have become established as the market leader.

“Our innovative products can benefit feet during everyday use as well as during sporting activities. Wearing TOETOEs help prevent skin abrasion and blisters, improve foot hygiene, provide warmth through increased toe circulation and research shows can improve body posture and balance” said Sinan Yilmaz, CEO of TOETOE.  ”We’re looking forward to taking our message to a wider audience and Boom! are the right agency to help us do that”.

“’Barefoot’ running is one of the fastest growing fitness trends in the UK, and exercising with toe-separated socks is no longer the preserve of elite athletes. To date there has been relatively little innovation in this sector and we’re looking forward to highlighting how everyone can benefit from wearing TOETOE’s whether for everyday use or down their local gym” said Justin Crosby, Boom!’s founder.

The agency will focus on media relations with national and specialist consumer sports titles and seek to leverage TOETOE’s brand ambassadors who include leading UK ultra marathon runners, podiatrists and biomechanists. Boom! will also support the company’s drive to increase its retail presence by raising its profile in trade publications.