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Press Releases

Smartwool Announces Partnership with Birds of Prey World Cup at Beaver Creek

The brand is the official sock for the World Cup this weekend

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As the world’s best skiers get ready to boot up, Smartwool is excited to announce the brand will also be showing up as the official sock for the Vail Valley Foundation’s Bird’s of Prey FIS World Cup this weekend at Beaver Creek. Ranked as the number one overall stop by the athletes and coaches who participate, the Beaver Creek Audi FIS Ski World Cup has become legendary in the ski world.

“Providing our fullest support to the Bird’s of Prey event was a natural extension to our long-standing support of the ski racing world. It’s events like Bird’s of Prey that help to fuel the dreams of current and future racers and help to keep the soul of the sport alive,” says Alex Pashley, Smartwool athlete and strategic partnership mana¬-ger. “Known to be one of the best stops on the overall circuit, the course pushes the limit of possibility for the mind and body—and we’re absolutely thrilled by the chance to become involved as the official sock.”

Sponsoring the Bird’s Prey World Cup aligns with the brand’s philosophy of supporting those events that both challenge the tenacity of the human spirit while allowing Smartwool product to provide the comfort in the most extreme scenarios. The brand has been the official sock of the U.S. Ski & Snowboard team since 1998.

With chilly temperatures expected throughout the weekend, Smartwool will be the ideal spectator gear as people cheer their favorite racers flying down the course’s steep and varied vertical drop of 757 meters. The inherent benefits of SmartwoolÒ technical ski socks and apparel help keep skiers and snowboarder comfortable whether they are racing “mach 10” down the slopes or heading out for the day in the back bowls. SmartwoolÒ ski socks feature IndestructawoolÔ technology, a patent-pending durability construction, the 4 DegreeÔ elite fit system, and a ski-specific cushioning designed to provide shock absorption where skiers need it most to help prevent shin bang.

Smartwool will be running a crowd favorite promotion, Perfect Pair, as well as selling limited edition Bird’s of Prey Smartwool® product at the event.

About Smartwool

Based in Steamboat Springs, Colorado, Smartwool is a 24-year-old apparel brand whose products are inspired by living and playing in the mountains. All Smartwool® products come with a 100% Satisfaction Guarantee and are created to get the most out of the inherent benefits of Merino wool. For information on the full range of Smartwool® products or to find a dealer near you, please log onto Smartwool, a division of VF Outdoor, LLC, is a brand of VF Corporation. For event and company updates, visit us on Facebook and Twitter

About Vail Valley Foundation

The Vail Valley Foundation is a nonprofit with the mission to enhance and sustain the quality of life in the Vail Valley by providing leadership in arts, education and athletics. The organization is known for its work in education with YouthPower365, which provides programming to more than 4,200 local children with early childhood, K-12, and scholarship programs. The VVF also provides the Vail Valley with several of its most treasured annual events, such as the GoPro Mountain Games, the EverBank America’s Winter Opening, the Birds of Prey FIS World Cup races, and the Vail Dance Festival. The Vail Valley Foundation was the organizing body for the Alpine World Ski Championships in Vail and Beaver Creek in 1989, 1999, and 2015. It also manages and operates the Vilar Performing Arts Center in Beaver Creek Village and the Gerald R. Ford Amphitheater in Vail, providing more than 100 concert, Broadway, dance, and family events per year.

Vail Valley Foundation activities and events are made possible by cornerstone sponsors GMC, EverBank, and Vail Resorts. Visit to learn more.