SmartWool Hires New VP of Marketing and Products

(STEAMBOAT SPRINGS, CO — October 15, 2003) — SmartWool, a Steamboat Springs, Colorado-based manufacturer of high-quality, multi-sport merino wool products, is pleased to announce the addition of Rob Mitchell as their new Vice President of Marketing and Products. Mitchell was formerly the head of marketing for Nike ACG.

“We are delighted to add a talent such as Rob to our team,” said SmartWool President Chip Coe. “He is a passionate outdoor enthusiast, and will drive SmartWool’s product development and marketing teams to focus on our specialty outdoor and snow sport dealers and consumers.”

Mitchell brings with him over 15 years of management experience with well known brands like Nike, IMG and Mossimo. Prior to his work with Nike ACG, Mitchell served as President and COO of, an internet-based company that pioneered a consumer mapping technology.

Mitchell joins SmartWool with a desire to focus on the specialty outdoor industry – an industry he has long participated in as an avid rock climber, mountain biker and backcountry skier.

“SmartWool has done a tremendous and innovative job building a brand around the technical applications of merino wool,” said Mitchell. “I am excited to help lead the company and its exceptional employees through the next phase of development.”

Nothing can compare to SmartWool for the ultimate in performance, comfort and easy care. SmartWool is superior at vaporizing moisture, controlling temperature and odor, and is guaranteed not to itch or shrink. It’s also a renewable resource that illustrates the design genius of evolution. To make SmartWool apparel, base layers, gloves, socks and accessories part of your wardrobe, find a dealer online at or call 1-800-550-WOOL. For more information on SmartWool contact Shannon Brooks at Stanwood and Partners Public Relations, 307-733-1514.# # #