Rock ’Em Socks founder Rob Starkman shares how a dorm-room idea became a global brand. From UCF roots to Disney partnerships, his story shows how Orlando’s creativity and innovation power big dreams.
In the first episode of The City Playbook, Orlando Economic Partnership’s (OEP) President & CEO Tim Giuliani sits down with Rob Starkman, founder and CEO of Rock ’Em Socks — the Orlando-based company that turned a dorm-room idea into one of the most recognizable sock brands in sports, entertainment, and pop culture.
What started as a creative side project at UCF is now a global business producing custom socks for Disney, Universal, the NBA, NFL, NHL, and even Orlando International Airport (yes, those MCO carpet socks). In this conversation, Rob shares how he built his company from the ground up, why he chose to stay and grow in Orlando, and how the region’s creative energy and connected business community continue to fuel Rock ’Em’s success.
“Oregon has Nike, Maryland has Under Armour — what can Orlando have? I’ve always aspired to build that kind of brand for this city,” says Starkman.
Rob’s story reflects the heart of Orlando 2045, the region’s vision to become a top 10 global innovation hub by supporting entrepreneurs, attracting creative talent, and fostering industries that can thrive worldwide — all while being built right here at home.
Book recommendation:
The book that changed my life is Ego is the Enemy from Ryan Holiday. It’s just stories of, you know, people who have allowed ego to either make their life better and then a lot of people that have made it worse. So that made me take a step back a few years ago as a leader.
Rob Starkman,
Founder and CEO of Rock ’Em Socks
Listen now to Episode 01 of The City Playbook — available on:
YouTube | Spotify | Apple Podcasts.