Monday 14 September, 2026 · Log #37

Apex in the Premier League

Apex

As a follow up to yesterday’s log, I can 100% confirm that Apex grip socks were worn in a Premier League match for the first time.

I’m purposely not sharing too much detail about this, but it’s a very exciting moment for me and hopefully the small break we need to get into one or more pro clubs. If this player continues to wear the sock we have a reasonable chance of getting more players wearing the sock too.

We’ll likely keep supplying him with socks and try to make this into something akin to a sponsorship. I know he’s worn Tape Design and TruSox before, so I have reasonable confidence he’s going to be blown away by the quality of our socks and want to be a long time advocate for us. For now, I’m not going to think too much more about it.

Strangely, it’s also the first football match the ELITE-1 sock has been worn in. What a stage to make its debut.

Three Things That Happened Today

  1. Reading in Gaia – First thing this morning I took my iPad over to Gaia to do some reading next to the river. I’m currently reading Mythos, as I wanted to learn more about Greek Mythology in a relaxed manner. Quite enjoying it for the minute and learning new things.
  2. Cafe at A Padaria Portuguesa – Pretty normal routine for Millie and I on work days. After lunch we went up to the bakery to have a snack/drink, and finish the days work.
  3. Millie returns to work – Millie has been off week for the last couple of weeks, so we had to quickly get back into a normal workday routine. We’ve been very spoilt with the good weather recently, so spent a lot of time outside and at the beach. Reality hit like a ton of bricks having to site and work all day today.