Collaboration includes major Life Time Athletic Event integrations, Athletic Country Club marketing, and sponsorship of its signature 30 Strong Challenge.

Smartwool recently announced an agreement with Life Time (NYSE: LTH) that will bring high-performance Merino wool socks and performance apparel, as well as immersive brand experiences to Life Time’s unparalleled athletic country clubs and world-renowned athletic events. The arrangement includes in-club media integration, event activations, and a role in Life Time’s acclaimed 30 Strong Challenge.

"This creates an incredible opportunity to connect with a passionate community that values movement, performance, and wellbeing,” said Sara Dwiggins, Head of Marketing for Smartwool AMER. “From holistic exercise, nutrition and training all the way to race day, we’re excited to deliver comfort, performance, and the benefits of Merino wool while connecting with athletes through meaningful, in-person experiences.”

Smartwool will reach an unmatched audience of passionate health and wellness enthusiasts across Life Time’s network of 190 athletic country clubs across 32 states and Canada. In addition, Smartwool will play a prominent role in multiple premier Life Time athletic events:

·         Leadville Race Series – Official run sock sponsor, with on-site activations supporting participants across one of the most iconic endurance race series in the world.

·         Chicago Race Series – Official run sock and apparel sponsor, featuring onsite activations.

·         Life Time Grand Prix – Official off-bike apparel sponsor, outfitting athletes and staff, and engaging endurance cycling fans throughout the series. 

Smartwool will also be the exclusive official sponsor of the best-in-class Life Time 30 Strong Challenge, supporting challenge participants and inspiring commitment to movement through gifting, special prizes, and program content integration.

Life Time’s domination and comprehensive reach in the broad fitness, nutrition, and wellness community makes it a natural collaboration for Smartwool. At its core, Smartwool is dedicated to bringing comfort and performance to everyday life through activity and beyond. The two brands align around a shared, health-conscious consumer and collectively span the full spectrum of an active lifestyle: through fitness, training and community, and high-performance apparel.