super.natural Partners with Groundswell Public Relations


Wayne, PA (January 13, 2014)—Shortly after announcing its 2014 launch in North America, super.natural, a global performance and wool apparel innovator, is excited to share the news of their partnership with Groundswell PR to direct its public relations strategy.

Launched in Europe in 2012, super.natural [SN] specializes in combining merino wool with engineered performance fibers to create next generation active apparel for fitness, snowsports , yoga and outdoor enthusiasts. super.natural will debut its entire men’s and women’s lines to North America—including active baselayer, midlayer, and sportswear apparel—at the Winter Outdoor Retailer Show (booth 36217) in Salt Lake City, Utah January 22 – 25, 2014.

“As a new name in North America, a sound and progressive public relations strategy is an elemental part of our marketing mix,” said super.natural’s Andy Vecchione. “Groundswell is nimble, proven, innovative, and creative, which made them an obvious and exciting fit for us. Their experience in the outdoor, snowsports and active lifestyle markets and their eagerness to spend time using the products they represent was another selling point. We look forward to working with their team here in North America.”

Vecchione leads the North American super.natural team, joined by Jon Adelman—bringing a long lineage of apparel knowledge to the table. The company began distributing in Europe in 2012 before expanding efforts to Japan, Australia, and Korea shortly thereafter. 

“When you’re presented with the opportunity to represent a product line like super.natural’s and work with a team as talented as theirs, you jump at the opportunity,” said Groundswell PR Partner Dax Kelm. “super.natural is entering the North American market backed by a very strong showing abroad. The product is exceptional and the brand story is one we’re very excited to tell.” 

To learn more about super.natural, visit

For more information about Groundswell Public Relations, visit

About super.natural

super.natural is a global leader in active lifestyle apparel designed to fit personal ambitions. The balance of natural merino wool and engineered fibers produce state-of-the-art garments that maximize comfort, performance, style and ease of care. super.natural is a subsidiary of Shanghai Challenge Textile Co., Ltd., a bluesign® certified company, engaging in transparent and responsible practices. The company is heavily invested in ensuring that all products are produced to the highest environmental standards. To learn more about super.natural, visit

About Groundswell

Groundswell PR maximizes media and industry exposure for top brands, destinations and organizations looking to increase sales and capture new and exciting audiences. Amplified by trusted media relationships, experience and lifestyles driven by the industries we love, Groundswell PR ignites integrated media, public relations and social media strategies that stay true to your core business and goals. Visit to learn more.



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