Smartwool, Alterra form ski industry partnership | SteamboatToday.com

Smartwool, Alterra form ski industry partnership

Staff report
In 2002, SmartWool moved its headquarters into the Steamboat Springs Airport terminal building. (File photo)

STEAMBOAT SPRINGS — Smartwool has been named the official Merino base layer, underwear and sock of all 14 Alterra Mountain Company destinations, including Steamboat Resort.

The collaboration provides Smartwool with maximized exposure at Alterra Mountain Company destinations through on-site branding opportunities. The sponsorship also offers collaborations with athletes.

“Smartwool shares many of the same core values that drive Alterra Mountain Company and our destinations,” said Ryan Blanchard, director of brand partnerships at Alterra Mountain Company, in a news release. “Working alongside Smartwool is a natural fit, and I am excited to collaborate with such a progressive brand and passionate team.”

Smartwool is currently headquartered in Steamboat Springs with plans to move operations to Denver in mid-December of early next year.

“Our legacy in the snow business runs deep," said Smartwool Vice President of Marketing and Sales Scott Bowers in a news release. "We’re the top-selling ski socks and base layers in the ski and outdoor specialty business. We deeply respect Alterra Mountain Company’s vision and contribution in pushing the industry forward.”

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