Alterra announces 4-year sponsorship with Smartwool

Alterra Mountain Company and Smartwool are on a mission to keep guests warm throughout the winter season so they can have their best day on the mountain. Smartwool has been named the official Merino wool base layer, underwear, and sock of all 14 Alterra Mountain Company destinations throughout North America.

The collaboration provides Smartwool with maximized exposure at Alterra Mountain Company destinations through on-site branding opportunities. The sponsorship also spans unique collaborations with athletes enhanced by branded content. Smartwool will also benefit from integration at destination events, generating additional visibility among visitors at Alterra Mountain Company destinations.

“Smartwool shares many of the same core values that drive Alterra Mountain Company and our destinations,” said Ryan Blanchard, Director of Brand Partnerships at Alterra Mountain Company. “Working alongside Smartwool is a natural fit and I am excited to collaborate with such a progressive brand and passionate team.”

“We are delighted to partner with Alterra Mountain Company. The access and marketing activations it provides us to connect with so many of our loyal and new consumers is phenomenal,” stated Scott Bowers, Smartwool Vice President of Marketing and Sales. “Our legacy in the snow business runs deep. We’re the top selling ski socks and base layers in the ski and outdoor specialty business.  The snow industry and its continued success is vital. We deeply respect Alterra Mountain Company’s vision and contribution in pushing the industry forward.”

Alterra and The North Face announce 5-year alliance

On Wednesday, Alterra Mountain Company and The North Face signed a 5-year retail, uniform and sponsorship agreement, making The North Face the official winter uniform outerwear partner of select Alterra Mountain Company destinations.

The sponsorship will bring exclusive gear to Alterra Mountain Company destinations, providing top equipment for modern day explorers on and off the mountains. Inspired by the success of The North Face partner stores in Stratton, Squaw Valley, Tremblant, Blue Mountain and most recently in Steamboat, Alterra Mountain Company and The North Face will expand the brand’s retail footprint to include Alterra Mountain Company destinations, with plans to open more retail locations. The sponsorship will also bring signature The North Face events to select destinations as well as deep brand integration through on-mountain programs, athlete engagement and collaborative content development.

“The North Face is a clear leader in the outdoor industry, and we are honored to work with such a dominant brand. We are excited to partner with The North Face to present a strong brand offering within our retail environments and we look forward to developing more The North Face partner stores at our destinations,” said Kat Jobanputra, Senior Vice President, Retail and Rental at Alterra Mountain Company. “We will collaborate on the development of unique products for our company-wide staff and the consumer.  It’s an ideal combination of The North Face’s expertise with new gear, fabric and design technologies, with Alterra Mountain Company’s industry experts who live, work and play in the mountains. Having our destination staff in The North Face gear will ensure they can withstand the elements while attending to our guests’ needs on the mountain.”

“For more than 50 years, we’ve been at the forefront of enabling exploration. Partnering with Alterra Mountain Company aligns with our mission to provide quality outdoor apparel and equipment to explorers on and off the mountain,” said Tony Erlick, Vice President, Sales at The North Face. “We have the opportunity to integrate with like-minded mountain enthusiasts to bring best in class gear and experiences to Alterra Mountain Company destinations. We look forward to growing the partnership over the coming years.”