Smartwool Announces Sponsorship Agreement with Life Time

April 14, 2026

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

DENVER, Colorado (April 14, 2026) /ENDURANCE SPORTSWIRE/ – Smartwool today 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.

# # #

About Smartwool

Founded in 1994 in Steamboat Springs, Colorado, Smartwool® was the first outdoor company to create performance Merino wool ski socks, revolutionizing the category and forever changing the way outdoor enthusiasts viewed their feet. Today, Smartwool® continues to innovate and push the boundaries of what’s possible with Merino wool, specializing in socks and apparel designed to get the most out of the inherent benefits of Merino wool and bring comfort, confidence, and community to a life lived outside. Smartwool, a division of VF Outdoor, LLC, is a brand of VF Corporation. For information on the full range of Smartwool® products or to find a dealer near you, please visit www.Smartwool.com.

About Life Time
Life Time (NYSE: LTH) empowers people to live healthy, happy lives through its 190 athletic country clubs across the U.S. and Canada, the complimentary and comprehensive Life Time app featuring its L•AI•C™ AI-powered health companion, and more than 30 iconic athletic events. Serving people ages 90 days to 90+ years, the Life Time ecosystem uniquely delivers healthy living, healthy aging, and healthy entertainment experiences, a range of unique healthy way of life programs, highly trusted LTH nutritional supplements and more. Recognized as a Great Place to Work^®, the company is committed to upholding an exceptional culture for its 43,000 team members.

Media Contact/s:

Sophie Gold

Sophie.gold@backbone.media

(860) 304-7019