Marketing & Sponsorships

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Smartwool Partners with the Hardrock Hundred Endurance Run

13 Jul, 2015


Smartwool has signed on as the lead clothing and sock partner of the Hard Rock Hundred Endurance Run. Smartwool athlete, Darcy Piceu, will be aiming for a record fourth-consecutive victory.

“Darcy is a legend among women, and men, and is a key piece of our athlete team and community of Fan Field Testers,” said SmartWool Athlete Manager, Alex Pashley. “Providing our fullest support to an event so important to Darcy and the entire SmartWool run family is an opportunity we welcomed with enthusiasm. Race organizer Dave Garland and his team have built a truly special event—one that pushes the absolute limit of possibility for the mind and body—and we’re absolutely thrilled by the chance to become involved as the official sock and apparel supplier.”

The partnership, said Piceu, is one borne of a deep commitment to the mountain running community. “The partnership between SmartWool and Hardrock is such a wonderful fit because they are two organizations with a lot of integrity and a focus on community. My relationship with SmartWool, and the support I receive through their products and athlete network, is immensely important not only on race day but also on every training day.”

The 2015 Hardrock Hundred starts July 10 in Silverton, CO, and challenges participants with 67,984 vertical feet of elevation change over 100.5 miles. The loop course starts and finishes in Silverton, deep in the San Juan Mountains, topping out above 12,000 feet in elevation 13 times and traveling through the towns of Telluride and Ouray. Piceu’s fastest time to date among her three consecutive victories is 29 hours and 9 minutes.

With moisture management to help keep the athlete’s skin dry and comfortable, SmartWool will provide every Hardrock 100 competitor with a complimentary pair of PhD Run socks, featuring a run-specific 4-Degree Elite fit, as well as a custom, 100-percent Merino wool NTS Micro 150 Tee.

SmartWool athletes, staff and volunteers will encamp at Montanya’s in Silverton for race week to back Piceu’s bid. “Camp SmartWool” will welcome race participants and fans stopping by to visit—no product salesmanship, just a comfortable place to stop by, hang and say hello.

“The Hardrock Hundred Endurance Run is excited to have formed a partnership with SmartWool, which shares our commitment to quality and to the ultrarunning community,” said Race Organizer Dave Garland. “We are looking forward to working with SmartWool for years to come.”

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