Western States Endurance Run record holder and recent Boulder, CO resident, Tim Olson, joins three-time Hardrock 100 winner and fellow Boulder resident Darcy Piceu as part of SmartWool’s Fan Field Tester platform. And their socks of choice are the PhD® Run sock.
Based in Steamboat Springs, CO, SmartWool is a 20-year-old apparel brand whose products are inspired by living and playing in the mountains. They partner with the boldest trail runners in the sport including reigning Leadville Trail 100 champion Rob Krar, Paul Hamilton and Jason Schlarb.
SmartWool’s Fan Field Tester (FFT) program engages elite and amateur athletes in product testing and brand advocacy. Whether an elite pushing for fastest known times or an amateur exploring far-off mountain ranges, FFT ambassadors aren’t recruited, but come to SmartWool as natural advocates for the brand’s product and values.
“The best athletes in the world—ultrarunners going distances that are almost impossible to imagine—choose SmartWool because we make the best run sock in the world,” says SmartWool President Mark Satkiewicz. “Our elite athletes put our product through the ringer in some of the most extreme conditions possible, and their feedback drives our product team and shapes the socks and apparel consumers expect from the world’s leading Merino brand.”
Outside TV has called Tim Olson “one of the most prolific professional trail runners of this generation.” Olson has made the prestigious Western States Endurance Run his canvas, winning the 100-miler twice and setting the course record-holder. Olson owns and operates Run Mindful Retreats.
SmartWool’s new PhD® Run sock line features technologies, including targeted Light Elite cushioning and gender-specific fit, borne from Fan Field Tester feedback. Details like enhanced breathability and a more dense, lower profile cushion built with 200-needle fabric construction set SmartWool apart for demanding trail runners and other mountain athletes—adventurers like Krar, who is an accomplished ski mountaineer and the reigning Leadville Trail 100 champion.
“SmartWool socks have been cushioning my adventures for years—skiing, riding, hiking and running. One-hundred-mile days magnify every detail and a healthy connection between my foot and shoe is vital,” says Krar, who also just signed on as a FFT ambassador. “SmartWool socks keep my feet dry and blister-free so I can focus on reaching my potential every time. I’m honored to join the SmartWool team and look forward to many years of adventures to come.”