Smartwool Pairs Up with JAM Collective

December 20, 2017

Steamboat Springs, CO and San Francisco – December 20, 2017 – Smartwool, one of the outdoor industry’s strongest brands, has named JAM Collective as its public relations agency of record. JAM Collective is a versatile and accomplished boutique agency specializing in public relations, social media, brand communications, and strategic partnerships.

Smartwool is the leading Merino apparel brand whose products are inspired by living and playing in the rugged Colorado Rocky Mountains.  The company offers year-round technical clothing for an active life lived in unpredictable mountain climates.  SmartwoolÒ products are created to get the most out of the inherent benefits of Merino wool while delivering extraordinary comfort and performance through smarter, more capable products that allow mountain athletes to do more.

JAM Collective will work to collaboratively build and support the communications strategy for Smartwool to further establish it as the Merino wool market leader. The agency will employ both traditional and emerging public relations outreach as well as bolstering the brand’s social media marketing execution. Through the partnership, they will strengthen Smartwool’s relationship with its core consumers and broaden its appeal to new audiences.

“We have admired JAM’s work for years,” said Molly Cuffe, director of global communications at Smartwool. “They are known to be incredibly creative utilizing both traditional and non-traditional communication channels effectively. We have watched them help brands scale by combining a thoughtful strategy with a fresh, modern PR perspective. We think JAM is the ideal partner to help us drive our next critical phase of growth through meaningful editorial and impactful partnerships.”

“We’ve had a crush on the Smartwool® brand for years,” said Julie Atherton, founder of JAM Collective. “We love the spirit, heritage and energy of the brand. When we met with the Smartwool team, it solidified our interest in a long-term relationship with the company.”

Working alongside Atherton will be JAM’s Deborah Pleva, Amy May, Sara Murphy, and July Zaleski. The team brings years of experience as well as fresh ideas to the partnership.

Smartwool joins the band of JAM Collective clients representing some of the world’s best active lifestyle, outdoor, bike and fashion brands including Osprey Packs, OtterBox, Leatherman, Vasque, Vuarnet, Yakima Products, Inc. and Snow Peak.


About Smartwool

Based in Steamboat Springs, Colorado, Smartwool is an 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.

About JAM Collective

Founded by Julie Atherton and based in San Francisco, California, JAM Collective focuses on strategic planning, effective social media networking and influential product placement to initiate brand visibility and further connect its clients with consumers. Over the past 15 years, JAM Collective has evolved into a versatile and accomplished public relations and media agency with an impressive roster of nationally and internationally recognized clients, all the while maintaining a deep level of client involvement. Current clients include: Osprey Packs, OtterBox, Leatherman, Vuarnet, Yakima Products, Inc. and Snow Peak. www.jamcollective.net