Hard Yards find hidden gains in new tech

Hard Yards have developed Grip Socks to help gain traction and improve performance

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It takes something special for hugely experienced professionals like James Anderson to have their heads turned with new cricket tech.

Add the likes of Ben Stokes, Joe Root and Marnus Labuschagne to that list and recreational players shift a little closer to the TV to view the latest accessory aiding the performance of these superstars.

Attention to detail is the key to Hard Yards co-founder James Barker, whose previous experience working for adidas and Pentland Group (who own the likes of Speedo and Canterbury), stands him in good stead.

He explained: "Take our Grip Socks. Because the bigger brands make millions of pairs of white cotton sports socks that can be bought pretty cheaply, on a certain level, athletes don't believe they are that important to performance. That couldn't be further from the truth."

^{James Anderson bowling in the Hard Yards Performance Bowler's Sock [Getty Images]}

Pace bowling is a good example. For the last hundred years, bowlers at all levels have been advised to get a 'good, thick pair' of socks.

This practice has done nothing to protect their feet though – with mangled toes a ubiquitous sight in changing rooms up and down the land. "Bowlers will spend £150 on top of the range boots, and then take them out of the box and begin cutting huge chunks of leather out of them," Barker continued.

Along with fellow co-founders Dr Harry Carr who has a background in Neurosurgery and Chris Carr, who set up his own business many years ago supplying clothes to fashion label George (of Asda fame), the three got their heads together.

"Our backgrounds in sports engineering, advanced material science, and new product innovation gave us a unique insight into sportswear. The Performance Bowler's Sock is a great example, combining two layers of integrated medical-grade silicone grip to help you make the most of your power by maximising in-shoe traction."

^{Joe Root batting in the Hard Yards High Impact Protective Sweatband [Getty Imagrs]}

"We worked closely with cricketers of all levels to develop our products, taking on feedback from stars such as Olly Stone and Ben Sanderson from Northants, through to grassroots second XI players. This helps us to create products that aid performance and protect. Stokes, Starc, Cummins and Anderson were just some of the names wearing our bowler's sock during the Ashes and we've had tons of similar feedback from others who say the sock has prevented long-standing ankle problems returning."

Another of Hard Yards' products is the high impact protective sweatband, which looks cool and discreet, and crucially removes the stigma of wearing a bulky armguard at the crease. This lab-designed accessory was developed in consultation with Newcastle University, to preventing fractures and reduce pain. The moisture wicking cotton also ensures you remain cool in the heat of battle.

"We do go the extra mile for all of our tech," concluded Barker. "That's why we're called Hard Yards. And it's not just how we develop the accessories. Rather than outsourcing and losing quality control, our factory is based in the UK. We believe it is the right way to go for the environment and also to ensure the quality of our product remains peerless."

To find out more about Hard Yards sports accessories, click here.

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