John and Joe Gaither are two of four siblings representing the second generation (with excellence) of Feetures, a business at the forefront of performance sock innovation. In this episode of GENeration EXcellence, we hear from John and Joe Gaither, sons of founder Hugh Gaither, who was inspired in a specialty running store to get back into the sock business—but this time with a focus on performance and purpose around his passion for running. Now, nearly 25 years later, John and Joe are running Feetures into new territory—from golf to direct-to-consumer success—while honoring the legacy that shaped their journey. Please enjoy this conversation with two brothers who demonstrate how a family-led business can successfully blend entrepreneurship, an intense competitive drive, and service to others.