Less than a year after launching its community-driven ambassador initiative, the Fan Field Tester program, SmartWool is adding elite athletes to its roster. “Fan Field Tester has been a homerun,” says SmartWool president, Mark Satkiewicz. “We have engaged the most passionate part of our fan-base and created a sincere dialogue about the brand and the product.”
Beyond ongoing communication with SmartWool’s most faithful social audience members, the company has successfully executed two completely fan-sourced photo shoots as well as the industry’s first-ever crowd-sourced event tour (the SmartWool Fan Van Tour). Building on the Fan Field Tester program’s successes, the addition of professional athletes serves to strengthen SmartWool’s commitment to creating innovative product solutions for the most discerning mountain and trail consumers. On the trail running side, Jason Schlarb and Darcy Piceu-Africa have agreed to multi-year, head-to-toe SmartWool® apparel and sock contracts. Schlarb, the 2013 Run Rabbit Run 100 Mile ultramarathon winner, recently completed the fastest known time (FKT) in Patagonia’s Torres del Paine National Park – beating the old record by over an hour. Darcy Piceu-Africa is a longstanding big distance trail runner. Perhaps most notably, Piceu-Africa is the back-to-back winner (2012 & 2013) and defending champion of the infamous Hardrock 100 ultramarathon in Silverton, CO. Skiers Angel Collinson (socks) and Griffin Post (socks and apparel) join SmartWool’s Fan Field Tester program in the snowsports arena. Both are seasoned big-mountain competitors and regular Teton Gravity Research (TGR) film stars. Part of SmartWool’s multi-year commitment to Collinson and Post is a parallel partnership with TGR on human-powered film projects for the 2014 and 2015 winter seasons. SmartWool will also participate annually in TGR’s global, 200-stop film tour as “Official Sock of Teton Gravity Research.”
“The Fan Field Tester program has already greatly influenced SmartWool’s go-to-market process,” adds Satkiewicz. “Having professional athletes deeply involved in SmartWool’s product development formalizes our brand promise to our fans, our retailers and consumers everywhere.”
For more information on SmartWool’s Fan Field Tester program, check smartwool.com/fanfieldtester.
Logo courtesy SmartWool