BACKBONE MEDIA AMPLIFIES ACTIVE LIFESTYLE BRANDS TO EXPAND THEIR COMMUNITIES AND CULTIVATE LASTING CONNECTIONS  

BACKBONE MEDIA AMPLIFIES ACTIVE LIFESTYLE BRANDS TO EXPAND THEIR COMMUNITIES AND CULTIVATE LASTING CONNECTIONS

 

Smartwool Partners With Ultra Tour Monte Rosa

Smartwool Partners With Ultra Tour Monte Rosa

NEWS
FOR IMMEDIATE RELEASE

Smartwool Partners With Ultra Tour Monte Rosa

Steamboat Springs, Colo. (July 20, 2017) — Ultra runners demand the highest performing gear in the most physically challenging scenarios one can imagine. That’s why Smartwool, the outdoor industry’s leading Merino run sock and apparel company, is reinforcing its commitment to the ultra running community through its official sock partnership with Ultra Tour Monte Rosa (UTMR) one-day ultramarathons and multi-day stage races.

­

The brainchild of athlete and UTMR Race Director, Lizzy Hawker, the Ultra Tour Monte Rosa features 116- and 170-km races, which can be run at once or in stages, around Monte Rosa in Italy, with more than 11200 metres of elevation gain for the full distance. It will be held on September 6-9, 2017. Hawker created this brutal and beautiful route while training for the Ultra Trail du Mont Blanc, and now the full 170km UTMR is a qualifying race for the UTMB.

Credit: Giacomo Meneghello

The partnership, says Hawker, is one borne of a deep commitment to the ultra running community: “The partnership between Smartwool and UTMR is such a wonderful fit because both have a lot of integrity, a love of the trail and a passion for our endurance community. It’s great to have one of my favorite brands and my own event join forces.”

“Providing our fullest support to an event so important to Lizzy and the entire ultra running community is an opportunity we welcomed with enthusiasm. Lizzy has built a truly special event—one that pushes the limit of possibility for the mind and body—and we’re absolutely thrilled by the chance to become involved as the official sock supplier,” says Alex Pashley, Smartwool athlete and strategic partnership mana­­ger.

Sponsoring the UTMR aligns with the brand’s philosophy of supporting those events that both challenge the tenacity of the human spirit while allowing Smartwool product to provide the comfort in the most extreme scenarios.

With best-in-class moisture management to help keep the athlete’s skin dry and comfortable, the benefits of Smartwool run socks and apparel keep the ultra runners comfortable in the darkest hours of their run. Smartwool will provide every UTMR competitor with a complimentary pair of PhD® Run Light Elite socks, featuring Indestructawool Technology, a patent pending durability construction, the 4 Degree Elite fit system, and a run-specific cushioning designed to provide shock absorption where runners need it most and limit cushion-caused blisters everywhere else.

In the USA, the brand also sponsors the Hardrock 100 in Silverton, CO. It is North America’s premier mountain ultra race where Smartwool is the title sponsor. The brand also sponsors the Run Rabbit Run 100, a Hardrock 100 qualifier, and the Steamboat Springs Running Series, as well as numerous other run events around the globe.    

# # #

About Smartwool
Based in Steamboat Springs, Colorado, Smartwool is a 24-year-old apparel brand whose products are inspired by living and playing in the mountains. All Smartwool® products come with a 100% Satisfaction Guarantee and are created to get the most out of the inherent benefits of Merino wool. For information on the full range of Smartwool® products or to find a dealer near you, please log onto www.smartwool.com. Smartwool, a division of VF Outdoor, LLC, is a brand of VF Corporation. For event and company updates, visit us on Facebook www.facebook.com/smartwool and Twitter www.twitter.com/Smartwool

Contact: Molly Cuffe
303.915.0277
Molly_Cuffe@vfc.com

Smartwool To Host Pre-March Poster-Making Happy Hour at Outdoor Retailer

Smartwool To Host Pre-March Poster-Making Happy Hour at Outdoor Retailer

Ultrarunner Darcy Piceu Runs Fastest Known Time

Ultrarunner Darcy Piceu Runs Fastest Known Time