SmartWool has new logo, socks, and soon, a new president |

SmartWool has new logo, socks, and soon, a new president

It was business as usual Monday at SmartWool headquarters in Steamboat Springs following the resignation of Mark Satkiewicz, who is taking a job at TOMS shoe company.
Scott Franz

— The leaders of SmartWool don’t foresee any changes to the sock company’s operations in Steamboat Springs following the recent departure of president Mark Satkiewicz, who was a strong advocate for having the company grow in the Yampa Valley.

“We’re really happy for Mark,” VF Corp. vice president Scott Baxter said. “We’ll move forward.”

Baxter is leading SmartWool’s leadership team following Satkiewicz’s resignation.

Baxter said in the search for the company’s next president, he is looking for someone who understands SmartWool’s consumers and would be a good cultural fit.

On Monday, SmartWool’s top executives hailed Satkiewicz as a “very strong leader” who empowered employees and helped ensure the company would remain in Steamboat Springs, even after his tenure ended.

“In terms of the legacy he leaves, it’s really in the strength of the team that is here and his ability to empower people to do the jobs that need to get done,” said Molly Cuffe, SmartWool’s global brand marketing director.

Satkiewicz recently stepped down to accept a job at TOM’s shoes after 10 years at SmartWool.

Dane Howell, vice president of sales and marketing in North America, said one of the reasons he came to Steamboat was Satkiewicz’s dedication to developing good employees.

The executives said it is business as usual at the company’s headquarters at the Steamboat Springs Airport, which houses about 72 employees.

The company has a lease at its current headquarters that lasts through 2022.

SmartWool reports positive feedback from a recent rebranding effort, which included a new logo that adds lots of color to the notorious “little guy” on the socks.

The rebranding effort was years in the making.

The company’s “sock geniuses” in Chattanooga have also been busy coming up with new technologies, which are to be featured in new generations of socks.

A new generation of the company’s PHD socks features SmartWool’s new Indestructawool.

To reach Scott Franz, call 970-871-4210, email or follow him on Twitter @ScottFranz10

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