SmartWool Appoints Backbone Media To Manage Public Relations

April 13, 2009 (Steamboat Springs, Colo), SmartWool Corporation, a leading outdoor performance brand offering Merino wool-based apparel, socks and accessories has retained Backbone Media of Carbondale, Colorado to handle its public relations efforts. SmartWool will partner with Backbone to oversee media communications and promotion of its product lines and events.

Mark Bryden, SmartWool president, comments “We were looking for a PR firm who could offer us more than the standard approach to public relations.  We wanted a true strategic partner who also shared our passion for the active mountain lifestyle and the products that make it possible.  With an unparalleled reputation in the industry, Backbone is the ideal partner to continue our PR momentum to help drive sales and increase consumer awareness about merino wool.   We’re excited to utilize their fresh perspective and creative ideas in managing our media relations.”

Founded in Steamboat Springs, 15 years ago, SmartWool offers premium merino wool socks, apparel and accessory collections. SmartWool’s brand is defined by their dedication to utilizing sustainable resources without compromising performance, fit or comfort.

Supporting the continuing expansion of product offerings is the Spring/Summer 2009 introduction of cycling apparel. With a line-up that includes jerseys, socks, arm and leg warmers, and shorts, the collection remains rooted to the material from which the brand was created. Even the Italian-made chamois for the shorts is covered with 100% SmartWool® material.

Backbone Media’s partner Nate Simmons adds, “Having just won Outside Magazine’s Best Places to Work Award, we are thrilled to join forces with such a strong brand and creative product line. SmartWool has fantastic broad based appeal with uncompromising technical performance. Their eco-conscious message and culture are a perfect fit for both Backbone and discriminating consumers. ”

SmartWool is committed to pushing the limits of functional design with wool. The apparel, socks and accessories now enjoy worldwide distribution, satisfying the needs of walkers, runners, skiers, cyclists, climbers and hikers.

ABOUT SMARTWOOL: SmartWool® is a leading performance brand offering wool-based apparel, socks and accessories. Nothing can compare to SmartWool® products for the ultimate in performance, comfort and easy care. SmartWool® fiber is superior at vaporizing moisture, controlling temperature and odor and is guaranteed not to shrink. It’s also a renewable resource that illustrates the design genius of evolution. For information on the full range of SmartWool® products or to find a dealer near you, please log onto SmartWool’s award winning website: www.SmartWool.com. SmartWool Corporation is a wholly owned subsidiary of The Timberland Company.