Smartwool & icebreaker Announce Partnership With Alterra Mountain Company

Smartwool and icebreaker, two leaders in performance-driven Merino wool socks and apparel, announce a four-year partnership with Alterra Mountain Company, making the brands the official base layer and mid-layer partners of select Alterra destinations. Born from shared values and a collective passion for the mountains, this partnership represents a meaningful connection to the ski and snowboard community.

Smartwool is known for its commitment to comfort and performance, crafting Merino wool apparel that’s built to handle every adventure. icebreaker focuses on high-quality, natural fiber innovation, designing Merino wool garments that deliver lasting comfort while treading more lightly on the planet. Together, they champion the power of Merino wool—a naturally high-performing fiber—and through their partnership with Alterra Mountain Company, will showcase its unmatched quality and comfort at ski resorts across North America.

“Smartwool and icebreaker view Merino wool as more than just a performance material, it’s a connection to nature and to each other,” says Sara Dwiggins, Senior Marketing (Americas) at Smartwool and icebreaker. “Partnering with Alterra Mountain Company lets us bring that purpose to life across iconic mountain destinations, helping guests stay comfortable, naturally, wherever their adventures take them.”

Alterra Mountain Company owns 19 iconic mountain destinations across the U.S. and Canada, in addition to the Ikon Pass, providing access to more than 60 global destinations. This partnership will strengthen ties with Alterra’s loyal guests by bringing Smartwool and icebreaker into the heart of their mountain experiences. Guests will have access to premium Merino wool socks and apparel at resort retailers and participate in immersive on-mountain activations that celebrate the shared spirit of the mountain community.

Each brand will have exclusive marketing rights across select resorts, heli-skiing companies, and Ikon Pass.

Smartwool Resorts

• Official Sock, Base Layer and Winter Mid-Layer
  • Arapahoe Basin
  • Schweitzer
  • Steamboat
• Official Base Layer and Winter Mid-Layer
  • Big Bear Mountain Resort (Big Bear, Snow Summit, Snow Valley)
  • Mammoth Mountain/June Mountain
  • Palisades Tahoe
  • Snowshoe
  • Solitude
  • Sugarbush
  • Tremblant

icebreaker Resorts

• Official Base Layer and Winter Mid-Layer at:
  • Blue Mountain
  • Crystal Mountain
  • Deer Valley Resort
  • Stratton
  • CMH Heli-Skiing & Summer Adventures
  • Mike Wiegele Helicopter Skiing
• Official Sock, Base Layer and Winter Mid-Layer
  • All Alterra Mountain Company Destinations

As part of this partnership, the Smartwool and icebreaker brands will be seeding Merino wool socks and apparel with ski patrol members across the Alterra network, and outfitting CMH Heli-Skiing & Summer Adventures guides, providing high-performance products designed to keep them comfortable during long days on the mountain, while supporting the critical work they do to ensure a safe and enjoyable experience for all guests.

“Our mountains are more than destinations,” says Ryan Blanchard, VP Brand Partnerships at Alterra Mountain Company. “They’re places of connection, community, and adventure. Partnering with brands like Smartwool and icebreaker, who share our appreciation of the outdoors and commitment to authentic experiences, adds meaningful value for our guests both on and off the mountain.”