That was less than 24 hours after Andrew Dahl had made a dash to London to be interviewed live on Chris Evans's Radio 2 programme to talk about the technology that has gone into Sealskinz Sports' revolutionary new soccer socks.

These are the world's first fully waterproof football socks and Sealskinz hopes that as well as scoring a success with players of the beautiful game it will ultimately lead to more jobs at its new factory on Hardwick Industrial Estate.

Mr Dahl, who headed a management buyout of the company last year, said that the workforce has already gone up from 25 at the time of the takeover to just over 40 and he hopes they will be able to take on more people if the sales of the new products go well.

He chose a novel way to "sock it to them" at the retail launch at Pilch Sports store in Norwich at the weekend. Mr Dahl and sales administrator Hayley Culham spent nearly six hours standing in the pool to show shoppers that the socks are totally waterproof.

"Pilch said it was the best promotion they have ever done and they sold plenty of socks," he said.

The socks were trialed by some youth league players early in 2007 and earned backing from the East of England Development Agency. They went on show at the Grass Roots football exhibition at the NEC in May and this week saw the retail launch countrywide.

"Feet are the tools of a footballer's trade but normal football socks are notoriously low-tech, uncomfortable and offer no protection against wet and cold conditions," explained Mr Dahl.

Sealskinz Sports' ground-breaking technology, which has already created socks, gloves and hats for the likes of walkers, cyclists and other outdoor markets, is now producing the soccer socks which are suitable for all ages, from children playing in the park to the professionals.

judy.bates@lynnnews.co.uk