It seems everybody’s looking to score a piece of the gamer demographic nowadays. Even sports goods makers are getting in on the action.

In that vein, today saw the announcement of a new “TIME IN” Nite Jogger designed by Adidas in collaboration with streamer extraordinaire Tyler “Ninja” Blevins as well as new “Active Gaming Footwear” by Puma. The latter is essentially a pair of socks meant for gamers. They’re gaming socks. No, you’re not dreaming. All we need now is a version of these with RGB lighting and we’ll have achieved peak vanity in gaming.

Created with console gamers in mind, the gaming sock is the first edition Active Gaming Footwear. Designed for indoor and in-arena use, it delivers seamless comfort, support and grip so gamers can adapt to different active gaming modes and game their best.

It doesn’t sound like the worst idea – being comfy during particularly long console gaming sessions at home or in an arena – though it’s possible Puma is simply exercising its right to a sense of humor. Simply put, the company may have made this one for the memes. It’s improbable but not unheard of.

A look at the product page would suggest, however, that Puma is quite serious about it. The page even has a “Features & Benefits” section that seems to describe how the footwear caters for the different way you may position your feet on the floor.

The new footwear will cost buyers £80 in the UK and AUD 160 in Australia. Puma is yet to announce price or availability for the US.

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