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yeah they're killing it with the margins on the elites. According to Darren Rovell's twitter (interviewing some business developers at Nike), the elite socks are a $100 MILLION dollar businessDamn $20 - I love elite socks but that is ridiculous. Luckily there is a Nike store near me so every few weeks I can cop a pair of socks for $5 off with the store survey which made a final price of like $10 palatable but I can't see myself ever paying as much as their asking. The margins on these socks have to be incredible for Nike.