If you’ve ever dealt with sore feet or just wondered if “supportive socks” could actually make a difference, Apolla Performance might ring a bell. These aren’t your average gym socks. They’re designed by people who really know feet—specifically, dancers who’ve been through the pain and wanted something that actually works. You might remember them from their Shark Tank pitch a while back, but a lot has happened since then.
How Apolla Performance Got Started
Apolla Performance kicked off in 2016 with a simple goal: help dancers avoid injuries and feel better on their feet. Kaycee Jones and Brianne Zborowski, two friends with a dance background, were tired of seeing dancers put themselves through pain for their craft. They wanted to design a sock that combined real support with comfort.
They weren’t looking to just make socks. They wanted to build something that boosted health and performance—so people could last through long rehearsals or workdays. Their motivation started with the dance community, but it turned out a lot of people outside dance needed this type of foot support too.
Meet Apolla’s Founders and Their Original Vision
Kaycee and Brianne bonded over years in the dance world. Injuries and fatigue are common for dancers, so they set out to fix that. Their plan was to use compression—the kind of stuff athletes and doctors talk about—to both support and protect feet. Reducing injury rates, especially from repetitive strain, was their main goal when they built Apolla Performance from scratch. It’s a familiar origin story: two passionate friends frustrated with “the way things are,” trying to make things better for everyone.
What Makes Apolla Socks Different?
Most socks just add a little cushion or wick away sweat. Apolla’s focus is all about actual support. The socks have built-in compression that helps your blood flow, which makes feet feel fresher after a long day. There’s also real arch support, almost like the effect of having your ankles taped by a physical therapist, plus energy-absorbing padding in the heel and forefoot.
The people behind Apolla say their socks can help with inflammation and speed up recovery. And while they started with products for dancers, their technology aims to help anyone on their feet—nurses, teachers, fitness pros, or really anyone who dreads standing all day.
Before Shark Tank: Apolla’s Growth and Numbers
When Kaycee and Brianne walked into the Shark Tank studio, their company already had serious traction. Since launching, they’d sold roughly 120,000 pairs of socks, which is impressive in a market loaded with big brands. By then, Apolla Performance had hit $4.1 million in lifetime sales, and $800,000 of that came just in the year of filming.
That amount of revenue meant they were doing something right, especially for a niche product. But sock prices stood out. At $32 to $40 per pair, it’s well above what most people budget for socks, which would be a sticking point in the pitch.
What Happened on Shark Tank?
On their Season 13 appearance, Kaycee and Brianne asked the Sharks for $300,000 in exchange for 15% equity in Apolla Performance. Their story impressed the panel right away. They let the Sharks try on the socks, and it flipped the room. Robert Herjavec said the socks were extremely comfortable and wondered why they weren’t everywhere already.
But when it comes to deals, it’s not just about the product. The Sharks wanted to know about the business plan, customer base, and—of course—the price. For some, that was too much to pay for socks.
How the Sharks Reacted to Apolla Socks
There were a lot of mixed reactions during the pitch. Kevin O’Leary bowed out early, making it clear that high retail pricing wasn’t for him. Mark Cuban saw the dancers’ need but couldn’t wrap his head around why socks should cost $40.
Still, Robert Herjavec and Lori Greiner found themselves intrigued. The one question was if everyday buyers—beyond the dance crowd—would spend that much. It created a real debate on the value of specialty, high-support socks in the mass market.
Lori Greiner Steps In With an Offer
In the end, Lori Greiner was sold. She saw potential in innovative products and offered $300,000 for 25% equity. After some back and forth, they settled on $300,000 for a 20% stake, which put the company’s valuation at $1.5 million. The founders took the deal, hoping Lori’s know-how with problem-solving products would help Apolla go mainstream.
Right After Shark Tank: Sales Boom and New Headaches
Shark Tank’s effect on Apolla was almost instant. The episode aired in April 2022, and within about 15 minutes, their entire inventory was gone. Even after prepping for a traffic spike, demand easily doubled their forecast, and backorders piled up. Customers had to wait up to 20 weeks at one point, which is a pretty wild problem for any young brand.
The team kept communicating openly with buyers and quickly put together plans to boost manufacturing. They wanted to avoid letting frustrations over wait times hurt their reputation.
Scaling Up: More Socks, More Studios, Bigger Goals
After the dust settled, Apolla got their production back in order. By the summer of 2022, they still had a week-long backlog but were now ready to triple their sock output.
Sales in 2022 nearly hit $4 million, and Apolla’s footprint grew way beyond the dance world. By October 2023, backorders were no longer an issue, and they looked set to reach $8 million in total revenue by the year’s end. They didn’t just stop at dance studios—they kept branching into sports, fitness, medical, and even retail stores. By mid-2024, if you walked into a dance studio or specialty shop, there was a good chance you’d see Apolla socks on the shelf. Their annual revenue stabilized around $4 million, which means they’re holding their ground in a tough space.
What Happened to the Deal With Lori Greiner?
Here’s something you might not expect: Apolla and Lori Greiner didn’t end up closing the deal after the show, according to reports. This kind of thing is more common on Shark Tank than you’d guess, often because of final negotiations or terms that don’t quite fit.
Even without an official Shark partner on board, Apolla’s growth didn’t stall. Their team proved they could handle a business surge and keep customers engaged, even during long waits.
Expanding and Looking Ahead: Apolla’s Next Moves
The founders didn’t stop at dancers. After seeing the buzz from Shark Tank and hearing from customers, they realized athletes, healthcare workers, and everyday people all wanted better foot support. The company’s strategy shifted to target a wider group. They’re not just a “dance brand” anymore—now they’re pitching Apolla socks to anyone who wants more out of their socks.
In a recent interview, co-founder Brianne Zborowski said they’d do Shark Tank again in a heartbeat. They credit the show for pushing their brand nationally and teaching them how to manage fast growth. Apolla’s leadership is now focused on bigger sales channels, solidifying distribution, and launching new products.
According to financial projections, they’re aiming to stay in that $4 to $8 million annual sales range for the next couple of years. Their long-term goal? Higher production, wider reach, and more partnerships, especially those that get them into gyms, medical offices, and specialty retail.
Wrapping Up: Apolla Performance After Shark Tank
A couple of years ago, Apolla Performance was just a smart idea backed by passionate founders who understood a real life problem. Now, it’s a brand with national traction, solid sales, and a following that’s way bigger than the dance world.
Even though the Shark Tank deal with Lori Greiner didn’t close, the “Shark effect” lifted them anyway. The founders learned to scale quickly, manage big demand, and adapt their strategy when the market shifted. Today you’ll find Apolla products in hundreds of dance studios, sports shops, and online.
If you’re curious about growing brands and want to hear more behind-the-scenes stories like this, you might check out ReadMyBusiness for more business updates.
The Apolla story is still unfolding, but at this point, they’ve proven socks really can be a business—and that being nimble is just as important as stitching in a bit of extra support.
