Clickworthy: Marmot's $5 million Super Bowl ad and other news worth your time


We wouldn't be good at our jobs if we operated SNEWS in a vacuum and avoided reading other people's stuff. Introducing Clickworthy, where we share the best of the web as we see it that week. Did we miss something? Keep us in the loop at

Marmot has released several teasers for an ad they will run during Super Bowl 50. It's a bold--and expensive--move that Marmot hopes will pay off by reaching a whole new consumer pool. The company tapped Goodby Silverstein & Partners, a spendy San Francisco-based firm, to create the 30-second spot, which costs in the area of $5 million to air on CBS. According to Ad Age, Marmot spent in the ballpark of $2 million in the first 10 months of 2015 on ads, and $4.6 million in all of 2014, so this high profile campaign represents a significant investment outside the endemic outdoor market. Newell Rubbermaid acquired parent company Jarden in December. What does this mainstream investment say about Marmot's core audience? Stay tuned for more on this story; SNEWS has reached out to Marmot execs for comment. Read about the campaign at Ad Age.


We think it's pretty genius to shovel in some extra cash by renting out an igloo in your backyard. Too bad Airbnb put a stop to this NYC snow cave before it went on the market for a bargain $200/night. Read it at Teton Gravity Research

Eleven people have died in avalanches so far this month. Skiing asks, "What the hell is happening?" Read it at Skiing Magazine

We don't have to tell you that there's an art to outdoor product designing, and lots of skill, too. Utah State University agrees: This semester, the college debuted its Outdoor Product Design & Development program. Read it at Gear Junkie

Going somewhere abroad this year? If you need to renew your passport, do it sooner rather than later. The State Department is expecting a flood of renewals that could delay the process and ruin your plans if you wait too long. Read it at The New York Times.

This reusable water bottle company has come up with a brilliant campaign to shame those who use disposable water bottles with reckless abandon. Read about the genius behind the ad and watch the video at Fast Company

Jake is more than just an adorable puppy - he's a ski patrol dog in training. Vail Resorts made a video to show what's involved in his training. And yes, there are plenty of shots of Jake jumping through snow far deeper than his tiny little yellow lab legs. You're welcome. Watch it on Vail's blog

A Ghanaian entrepreneur has been making eco-friendly bikes out of bamboo. Watch how they're made and why they're important at AJ+

It's powder time! We found the slow-mo trust-fall into powder you've always wanted to make. Watch it at Methow Trails



Marmot Super (Bowl) Sizes Marketing Message

What happens when one of the largest consumer goods conglomerates in the world purchases one of the largest outdoor product groups in the world? Apparently, they go to the Super Bowl together. And Marmot, part of the Jarden Corporation -- which owns 120 brands including more more


POLL: Was Marmot’s Super Bowl ad good, clean fun, or epic fail?

Marmot’s first Super Bowl ad aired to mixed reviews, according to reactions on social media and major news outlets that ranked and reviewed ads throughout the evening. While many thought the marmot was adorable, including The Oregonian, which said was one of the best more


Marmot restructuring leads to 6 layoffs

Marmot laid off 6 employees last week because of a restructuring process intended to make the brand more relevant in the global marketplace. Those laid off included Tom Fritz, vice president of marketing, and VP of Sales, Andy Welling. Fritz had been with the company for 18 more

Fjallraven Forever Nature

Fjällräven launches Monday Night Football commercial

Fjällräven announced today that it will start airing a TV commercial during Monday Night Football. Marmot ran a Superbowl ad last year, but television commercials are rare territory for outdoor industry brands. The ad will air for the first time tonight, during the first half of more


In Memoriam: Lock Miller, founder of Marmot Mountain Works

Steve Christie, director of sales at Backcountry Access, reflects on the life of Lock Miller. Lock Miller passed away peacefully on Sept. 30, after a four-year bout with prostate cancer. For those not familiar with Lock, he can best be described as an outdoor industry business more

Closeup of the Marmot logo on a maroon rain shell

Marmot is adding XXXL and other plus sizes to apparel line

The average American woman is 5 feet 3 inches tall, weighing about 165 pounds with a waist circumference of about 38. That's a pants size 16 or 18—sizes that most outdoor brands aren't making and retailers aren't selling. Marmot, and many others, stop at size 14 or 16 for women. more

Screen Shot 2016-06-01 at 4.20.33 PM

[Sponsor News] Not all who Yonder are lost

Active Interest Media Acquires Yonder App Boulder, CO (June 2, 2016) - Active Interest Media (AIM) has acquired the social media platform Yonder. Launched in 2013, Yonder has quickly become the leading outdoor recreation social app and platform for outdoor enthusiasts. This free more

Von Miller FB ad1 (1)

Zamst Sponsored Von Miller Named Super Bowl 50 MVP

(Irvine, CA—February 16, 2016) On Sunday, February 7, 2016, Denver Broncos’ Von Miller was unstoppable and earned the Super Bowl MVP Award after leading a dominant Broncos defense that shut down one of the NFL’s top scoring offenses. Miller, who suffered a knee injury, more


Marmot GM Joe Flannery takes on ExOfficio as Newell's SVP of tech apparel

Marmot GM Joe Flannery is promoted, and will now lead Newell's technical apparel division. Joe Flannery has left his post as general manager of Marmot to take on a new gig with parent company Newell, leading both Marmot and ExOfficio. His new title is Newell Brands Senior Vice more