SmartWool® Chief to Share Company’s Success March 15 in Boulder

SmartWool® Chief to Share Company’s Success Story March 15 at the University of Colorado in Boulder
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For Immediate Release

Media contact
Avery Stonich
Outdoor Industry Association
Office: 303.327.3511

SmartWool® Chief to Share Company's Success Story March 15 at the University of Colorado in Boulder
Event is Part of Outdoor Industry Association®–CU Leeds School of Business Lecture Series

BOULDER, CO, March 6, 2012 – Outdoor Industry Association® (OIA) announced today that SmartWool® President and General Manager Mark Satkiewicz is coming to the University of Colorado at Boulder campus on Thursday, March 15 for a presentation that will explore the SmartWool journey from humble startup to a business success, cultural hub and consumer-cherished brand.

The event, entitled “SmartWool® and Its Smart Strategy,” is free and open to the public and takes place from 6:30 to 9:00 pm at the Stadium Club at Folsom Field. It is part of the Business of Outdoor Recreation Series, which is presented by OIA's Outdoor University® and the University of Colorado (CU) Leeds School of Business.

This interactive conversation — which will take the form of a question-and-answer forum between Satkiewicz and OIA President and CEO Frank Hugelmeyer — will explore the company's triumphs and missteps, and examine how it is continuing to evolve and succeed while staying true to its work principles and brand-defining elements, including comfort, quality, ethical sourcing and fun.

Since its founding in 1994, SmartWool® has evolved from a simple sock company, weathering changes in management, brand identity, product lines and technology, to emerge as a leader in the active outdoor market, with products including apparel, accessories, socks and more.

"As we've grown, our company has faced many interesting opportunities and challenges, forcing us to mature as an organization and a culture," said Mark Satkiewicz, president and general manager of SmartWool. "We've learned valuable lessons that can help everyone from young entrepreneurs to established business leaders. I look forward to sharing the SmartWool story with CU business students as well as the rest of the community."

SmartWool focuses on innovating at every level, creating high-performance products that are based on the inherent benefits of Merino wool while exploring new possibilities for smart fabrics.

“The Leeds Outdoor Industry Club is proud to welcome Mark to campus to discuss the SmartWool evolution,” said Todd Dunham, president of the Leeds Outdoor Industry Club. “The heritage of SmartWool aligns perfectly with the CU business school's Deming Center for Entrepreneurship, which prepares students to think like entrepreneurs and social innovators. It's just a great fit all around.”

The Business of Outdoor Recreation Series is designed to provide an environment for collaboration among business leaders, MBA candidates and the outdoor industry community. The goal is to provide a venue for discussion around the issues executives face so that MBA students, business leaders, and the general public can learn from the experiences of outdoor industry managers and work collectively towards innovative solutions.

Event Details
“SmartWool and Its Smart Strategy”
Thursday, March 15, 2012 – 6:30-9:00 pm
University of Colorado – The Stadium Club at Folsom Field, (North Club Room, 5th Floor)
Boulder, Colo.
Discussion followed by networking, appetizers and cash bar. No RSVP required.

For more information about OIA's Business of Outdoor Recreation series, go to To learn more about OIA's Outdoor University, visit

About Outdoor Industry Association
Based in Boulder, Colo., Outdoor Industry Association (OIA) is the leading trade association for the outdoor industry and the title sponsor of Outdoor Retailer. OIA supports the growth and success of more than 4,000 manufacturers, distributors, suppliers, sales representatives, and retailers of outdoor recreation apparel, footwear, equipment and services. For more information go to or call 303.444.3353.

About SmartWool LLC
Based in Steamboat Springs, Colo., SmartWool® is an apparel brand whose products are inspired by living and playing in the mountains. The company offers year-round apparel for an active life lived in unpredictable mountain climates. SmartWool® products are created to get the most out of the inherent benefits of Merino wool while delivering extraordinary comfort through intelligent and thoughtful products, allowing mountain athletes to do what they love to do longer. For information on the full range of SmartWool® products or to find a dealer near you, please log onto SmartWool's award winning website: SmartWool LLC is a wholly owned subsidiary of VF Corporation. For event and company updates visit us on Facebook: or twitter: