Alterra Mountain Co. announced Tuesday that Smartwool has been named the official Merino wool base layer, underwear and sock of all 14 Alterra Mountain destinations throughout North America.

Alterra’s mountain destinations are Steamboat, Winter Park Resort in Colorado, Squaw Valley Alpine Meadows, Mammoth Mountain, June Mountain and Big Bear Mountain Resort in California, Stratton in Vermont, Snowshoe in West Virginia, Tremblant in Quebec, Blue Mountain in Ontario, Crystal Mountain in Washington, Deer Valley Resort and Solitude Mountain Resort in Utah, and CMH Heli-Skiing and Summer Adventures in British Columbia.

The collaboration provides Smartwool with maximized exposure at Alterra Mountain 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 destinations.

“Smartwool shares many of the same core values that drive Alterra Mountain and our destinations,” said Ryan Blanchard, Director of Brand Partnerships at Alterra Mountain . “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.”