Smartwool is an American Apparel company that makes eponymous products primarily from treated merino wool. Smartwool is also claimed to have moisture-wicking performance and odor-reducing, anti-microbial properties; it is thus marketed primarily as performance apparel.

An integrated campaign for Smartwool that highlights thermal fabrics is bringing many benefits to users. It is data-driven through the direct product attributes to connect with the target audience.