Campbell, who begins in the post on Monday, most recently served as president and chief executive officer of Far Bank Enterprises, an integrated manufacturer and distributor of fly fishing products and owner of the Sage, Redington and Rio brands.
Based in Steamboat Springs, Colo., Smartwool is a 22-year-old apparel brand with products inspired by living and recreating in the mountains. All Smartwool products come with a 100 percent “Satisfaction Guarantee” and are created to get the most out of the inherent benefits of merino wool.
“Travis’ leadership skills, business acumen and commitment to the outdoors make him well-positioned to lead the Smartwool brand and grow its premium market position,” said Scott Baxter, vice president of VF Corp. and group president of its Outdoor & Action Sports Americas unit. “His 16 years of outdoor industry experience will be a value-creating asset to the brand and we look forward to having him join the Smartwool and VF teams.”
Campbell held the position of president and ceo of Far Bank Enterprises since 2008. He previously served as president of Rio Products International Inc. and president of Redington Tackle & Apparel. Prior to those roles, he served as director of business development for Sage Manufacturing.
“I’m passionate about the outdoors,” Campbell said. “The opportunity to lead a dynamic, growing and environmentally focused brand like Smartwool was one that I could not pass up. I look forward to working with Smartwool’s talented associates to advance the brand’s mission and achieve our growth objectives.”
Smartwool calls merino wool “the best fiber available for outdoor apparel — it manages moisture better than cotton, is smarter than synthetics and is more comfortable in any weather condition.”
The brand touts the fabric’s breathability and natural odor resistance, as well as its softness compared to traditional wool. Smartwool’s product array includes men’s and women’s outerwear, sportswear, socks and underwear.
The brand’s Satisfaction Guarantee program allows for returns up to two years after purchase.