Bend, OR, January 23, 2020 – Ruffwear, the leading manufacturer of performance dog gear built to enhance and inspire exploration for outdoor adventurers and their human companions, is excited to announce its partnership with Groundswell PR. Groundswell will implement an integrated communications strategy, increasing industry and consumer awareness around Ruffwear’s trailblazing quality designs, numerous giveback initiatives and commitment to sustainability.

 “Being dog lovers and long-time Ruffwear fans we are honored to work with a brand that understands the lifelong benefits of getting people out in nature with their pets,” says Groundswell PR Co-Founder Caroline Kelm. “Ruffwear is leading the industry by designing durable, purposeful products as well as supporting organizations that give back to canines around the world. We are excited to help them raise awareness and continue to improve the lives of pets on-trail, at home and on the job.”

“Invigorated by having just celebrated our 25th anniversary and inspired by our passion for the human-canine connection, the Ruffwear pack continues to blaze new trails,” says Ruffwear Director of Marketing, Susan Strible. “We’re excited to partner with the talented Groundswell team in our efforts to widen the concentric circles of our brand fans and their humans.” 

 Ruffwear is committed to enhancing the lives of all dogs and their human companions through their RAD Adoption Program and partnerships with National Ski Patrol, The Conservation Alliance, Conservation Canines in addition to working with working dog organizations across the globe.

 The brand’s designs are crafted using innovative, sustainable technologies to create purposeful gear for adventuring dogs of all sizes. Launching January 31st, the 2020 Spring/Summer line includes the newly redesigned Front Range Collection. It features reflective webbing leashes and collars, new hues and – for the first time – new patterns that are as inspiring as they are innovative.

 To learn more about Ruffwear, their products and mission, visit or visit them on Instagram, Facebook or Twitter @Ruffwear.

About Ruffwear: Ruffwear’s mission is to build performance dog gear to enhance and inspire exploration for outdoor adventurers and their human companions. For nearly 25 years, Ruffwear Performance Dog Gear™ has combined technology, quality, fit, function, and safety to facilitate its belief that every dog is an explorer.

 Ruffwear is committed to enhancing the lives of all dogs and their human companions through relationships with Best Friends Animal Society and The Conservation Alliance. Through its Ruff Adventure Dog Adoption Program with Best Friends, Ruffwear covers the cost of adoption fees and travel expenses for newly adopted dogs from the Kanab, Utah sanctuary, as well as a new Ruffwear collar and leash to go home with. By protecting wild places for their habitat and recreation values through membership in The Conservation Alliance, Ruffwear works to ensure there are plenty of wild, open spaces for dogs and their humans to enjoy together.

 Based in Bend, Oregon, Ruffwear sells its products through specialty pet and outdoor retailers as well as at

 About Groundswell PR: With over 20 years of collective active lifestyle public relations and marketing experience, Groundswell PR specializes in maximizing media, consumer and industry exposure for companies, destinations and organizations looking to increase sales and capture new and exciting audiences. Groundswell’s extensive mix of marketing services combine authentic branding and communication methods with a lifetime of rad experiences deeply rooted in the outdoor, action sports and natural products industries. Groundswell PR is a boutique shop located in Charleston, South Carolina. For more information, visit