A growing millennial population with strong preferences and brand choices has redefined the paradigms of the consumer products sector and manufacturers of different consumer products are implementing innovative marketing strategies to woo this lucrative customer segment. With the millennial population especially in countries of North America and Europe resorting to multiple activities in adventure sports, trekking, cycling, and water sports, the demand for waterproof socks is at an all-time high. Being sweat, water, and odour resistant, waterproof socks are a big hit with sports enthusiasts and have varied applications in different kinds of sports activities.