Smartwool has named JAM Collective as its public relations agency of record. JAM Collective is a versatile and accomplished boutique agency specializing in public relations, social media, brand communications, and strategic partnerships.
Smartwool is the leading Merino apparel brand whose products are inspired by living and playing in the rugged Colorado Rocky Mountains. The company offers year-round technical clothing 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 comfort and performance through smarter, more capable products that allow mountain athletes to do more.
JAM Collective will work to collaboratively build and support the communications strategy for Smartwool to further establish it as the Merino wool market leader. The agency will employ both traditional and emerging public relations outreach as well as bolstering the brand’s social media marketing execution. Through the partnership, they will strengthen Smartwool’s relationship with its core consumers and broaden its appeal to new audiences.
“We have admired JAM’s work for years,” said Molly Cuffe, director of global communications at Smartwool. “They are known to be incredibly creative utilizing both traditional and non-traditional communication channels effectively. We have watched them help brands scale by combining a thoughtful strategy with a fresh, modern PR perspective. We think JAM is the ideal partner to help us drive our next critical phase of growth through meaningful editorial and impactful partnerships.”
“We’ve had a crush on the Smartwool brand for years,” said Julie Atherton, founder of JAM Collective. “We love the spirit, heritage and energy of the brand. When we met with the Smartwool team, it solidified our interest in a long-term relationship with the company.”
Working alongside Atherton will be JAM’s Deborah Pleva, Amy May, Sara Murphy, and July Zaleski.
Smartwool joins the band of JAM Collective clients representing some of the world’s best active lifestyle, outdoor, bike and fashion brands including Osprey Packs, OtterBox, Leatherman, Vasque, Vuarnet, Yakima Products, Inc. and Snow Peak.
