Experienced runners in downtown Missoula say that more runners are turning to high tech socks made of a higher level nylon. Salesperson Tyler Warner tells NBC Montana, "With cotton socks, I'm sure you've had blisters and things like that. It just holds onto moisture, which then produces a lot more friction on your foot. So, when you get something that is moisture wicking, you are just going to be in a lot better position."

Warner adds that the socks also give more grip and support in the arch. "...because a lot of people will have that baggy feel. The bagginess on a sock is just going to produce a lot more friction. So, that holds to your mid-foot better. It's going to give you more support."

Runners also are looking for an edge with special compression socks that pull up all the way to the knee.

"You'll see people in the Olympics wearing these a ton this year. NFL players have taken to compression socks. If you have it going up all the way through here, that basically is compressing more at the bottom, and it produces better blood-flow rebounding back. That helps for recovery. It gets rid of a little vibration that can cause fatigue in your muscles when they are shaking for a long way," says Warner.

Runners say that pro athletes have used these high tech socks for about a decade and that they started catching on with the widespread population about two years ago.