Darn Tough Vermont Inks Multi-Year Deal With Alterra Mountain Company

Today, Darn Tough Vermont, the leading American manufacturer of premium outdoor performance socks, announced a four-year partnership with Alterra Mountain Company. Kicking off this season, Darn Tough will be the official sock of 13 premier Alterra Mountain Company destinations. This new partnership is aimed to highlight Darn Tough’s robust Snow collection at Alterra Mountains across the country.

Alterra owns and operates iconic mountains destinations across North America and Ikon Pass, the premier ski and snowboard season pass offering access to more than 50 iconic mountain destinations around the world. Through this new collaboration, skiers and riders will see Darn Tough’s branding on each resort’s website, at base area stores, and on chairlifts. Additionally, throughout the season, Darn Tough will participate in various social giveaways as well as event sponsorships and on-site activations including scavenger hunts.

Darn Tough, known for its moisture-wicking, merino wool socks, boasts a collection of snow-focused styles that are ideal for skiing, snowboarding, snowshoeing and other boot activities in the winter. Darn Tough works closely with snow athletes such as professional sit skier, Trevor Kennison, a Winter Park local and professional skier, Michelle Parker who calls Palisades home, to ensure the snow collection is built to perform in the most extreme conditions. Additionally, both athletes on Darn Tough’s roster are on the IKON roster and will support this partnership with Alterra Mountain Company through the winter. 

“Partnering with Alterra Mountain Company is a major step for us as a brand and will allow us to showcase our Snow collection at iconic destinations in their prime season,” said Jake Largess, Category Manager at Darn Tough. “By partnering with premier resorts, we can position ourselves in front of millions of skiers and riders who visit these locations throughout the season.” 

Keep an eye out for Darn Tough at the below destinations:

• Big Bear Mountain Resort
• Blue Mountain
• Crystal Mountain
• Deer Valley
• June Mountain
• Mammoth Mountain
• Palisades Tahoe
• Snowshoe
• Solitude Mountain Resort
• Stratton
• Sugarbush
• Tremblant
• Winter Park Resort

“Darn Tough shares many of the same passions that drive Alterra Mountain Company and our destinations – the outdoors, snow, and adventure,” said Ryan Blanchard, Vice President, Brand Partnerships, Alterra Mountain Company. “Working alongside Darn Tough is a natural fit and I am excited to collaborate with a unique brand and passionate team.”