Stance's core global licensee, ULAC, will serve as an official sponsor of the 2027 Tower Climb NYC and donate 1,200 pairs of Stance "Game Changer" socks to participants
NEW YORK, Sept. 1, 2026 /PRNewswire/ -- In recognition of the 25th anniversary of September 11, 2001, United Legwear & Apparel Co. (ULAC), the core global licensee of Stance, is deepening its longstanding support of the Tunnel to Towers Foundation (T2T) through a series of initiatives that honor the heroes of 9/11.
ULAC will serve as an official sponsor of the 2027 Tunnel to Tower Climb NYC and donate 1,200 pairs of Stance "Game Changer" socks to event participants. ULAC will also make a charitable contribution to T2T Foundation, tied to the sales of the Stance "Game Changer," extending the relationship with the Foundation rooted in remembrance, service and support for first responders and their families.
Isaac E. Ash, CEO & President of United Legwear & Apparel Co. (ULAC), said, "Twenty-five years later, we still carry the responsibility to remember. By supporting the Tunnel to Towers Foundation, we honor the men and women who gave everything on September 11, and ensure their courage is never forgotten by future generations."
ULAC's partnership evolved from Tall Order, the sock brand founded in 2017 by brothers Dan and Mike Friedman, in memory of their father, Andrew, who lost his life in the World Trade Center attacks on 9/11. In the days following the attaches, Dan, Mike and their mother, Lisa, brought supplies and socks to first responders at Ground Zero, an experience that would later inspire the family to build a business with giving back at its core.
Over the past nine years, Tall Order, the Friedman family and ULAC have collectively donated nearly $800,000 to organizations including T2T, Tuesday's Children, the FealGood Foundation and the Aaron Judge All Rise Foundation. Today, ULAC is carrying that commitment forward through continued support of T2T.
Lisa Friedman said, "Twenty-five years is a long time to carry a memory, but it never gets lighter, it just becomes part of who we are. Andy would be so proud of what our sons built out of that loss. Tall Order started as a way to say thank you to the first responders who never stopped looking for our loved ones, and to see it grow into something that continues to give back all these years later means everything to our family."
Frank Siller, Chairman and CEO of the Tunnel to Towers Foundation, said, "We are grateful for the support from Stance, driven by Lisa's commitment to honor her family by helping to educate future generations about the heroes of September 11, honor the fallen, and preserve the legacy of the men and women whose courage defined America. Lisa, Dan and Mike are tremendous friends and we remain steadfast in standing with them to honor Andy Friedman's legacy."
At the center of the initiative is the "Game Changer," a performance sock originally developed by Tall Order and ULAC for professional baseball player Aaron Judge to support his 6'7" frame and size 17 feet. Designed with strategically placed silicone grip pads for added traction and stability, the sock quickly became part of Judge's on-field performance story. The first night he wore the custom socks, he hit a home run and the following season went on to set the American League single-season home run record
The "Game Changer" style has since evolved into a Stance performance style, bringing together the brand's positioning in sport with the product's deeply expressive origins. The sock retains its signature sky blue logo and Tall Order branding on the toe as a tribute to Andrew Friedman and the family's connection to the Tunnel to Towers mission. A portion of proceeds from each Stance "Game Changer" sold supports T2T, extending the product's purpose beyond performance and helping preserve the legacy that inspired it.
About Stance
From its beginning in 2009, Stance has been experimenting, pioneering and creating a new future for artists and athletes across the world. Backed by a community of skateboarders, snowboarders, surfers, runners, painters, musicians, and major league athletes, Stance's products are designed to fuel people's passions and pursuits. Now, after more than 15 years of building a legacy, Stance continues to push the movement forward with new product innovation. To see the full collection, go to stance.com.
About United Legwear & Apparel Co. (ULAC)
United Legwear & Apparel Co. is a global apparel company that designs, manufactures, and markets socks, legwear, and apparel across a diverse portfolio of owned and licensed brands, including Stance, PUMA, Skechers, Hurley, Ted Baker, Champion, PRO PLAYER and more. Visit ulac.com for more information.
About the Tunnel to Towers Foundation
The Tunnel to Towers Foundation honors the sacrifice of Stephen Siller, a firefighter with FDNY Squad 1 who laid down his life to save others on September 11, 2001. The Foundation supports America's veterans, first responders, and their families through programs that provide mortgage-free homes and other critical support. To learn more, visit T2T.org.
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Lisa Friedman, Tall Order
SOURCE United Legwear & Apparel Co.
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