Imagine...outdoor performance wool socks and underwear that actually feel good. That's Smartwool. The challenge: bring back the climbers, skiers, runners and cyclists who long ago abandoned itchy wool for synthetics. We took on synthetics directly, playing up both Smartwool's natural comfort and its ability to prevent the energy-sapping chills of synthetics. Artful body photos stand out in outdoor sports magazines. Friendly copy speaks to comfort and performance. After the ads ran, Smartwool became the best-selling socks at REI and underwear sales warmed considerably.

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