Press Release

SmartWool Launches Second Fan-powered Van Tour

#SWfanVan engaging brand fanatics from Michigan to Tennessee

In response to a 500-percent lift in engagement and 30-percent increase in overall fan and follower numbers on its social media channels over the last year, SmartWool launched its second, 100-percent crowd-sourced van tour on September 13, 2014. Dubbed the SmartWool® Fan Van Tour (#SWfanVan), fans and followers influence all facets of the tour, including meal stops, accommodation, and even the music played inside SmartWool’s Fan Van. In contrast to last year’s route that concentrated on the Intermountain West, this year’s tour will focus on engaging SmartWool brand fanatics in the Midwest and along the eastern part of the country.

“During last year’s Fan Van tour, the loudest response was from the Midwest and the East coast,” says Mark Satkiewicz, SmartWool’s president. “From Michigan to Vermont and all the way to our sock mills in the Southeast, I want to tell our fans and retail partners, ‘We heard you and we’re coming your way.’”

Via SmartWool’s Fan Van page,, fans will be able to listen to the Fan Van’s Soundcloud playlist as well as view real-time Instagram photos and Twitter posts from the road. Anyone can follow or participate in the SmartWool Fan Van Tour on various social media channels using the hashtag #SWFanVan.

“This fan-first mentality simply amplifies the brand promise SmartWool has delivered on for over 20 years—building meaningful, one-on-one relationships in every facet of our business,” adds Satkiewicz.

SmartWool kicked off the 2014 SmartWool Fan Van Tour at Gazelle Sports in Grand Rapids, Mich., with a #SWfanVan fun run and will conclude its journey on September 26 in Chattanooga, Tenn., with Rock/Creek Outfitters. A full schedule of stops is listed below and also available at

#SWFanVan 2014 Tour Stops

Sept. 13: Grand Rapids Mich. — Gazelle Sports
Sept. 14: Okemos Mich. — Playmakers
Sept. 17: Burlington Vt. — Outdoor Gear Exchange
Sept. 18: Boston — Fan-Powered Happy Hour
Sept. 19. New Haven, Conn. — Trail Blazers
Sept. 20: Paramus, N.J. — Fan-Powered Parking Lot Party
Sept. 23: Washington, D.C. — #SlowRoll with Bicycle Space
Sept. 25: Greensboro, N.C. — Great Outdoor Provision Co.
Sept. 26: Chattanooga, Tenn. — Rock/Creek Outfitters


Brian Holcombe
Tel. 970-963-4873 ext. 121

Image courtesy SmartWool

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