Positive Thinking
Feb 28, 2020
3 minutes
—HEATHER BALOGH ROCHFORT
n a Friday morning in August 2018, a group from the Steamboat Springs chamber of commerce stood outside Smartwool’s headquarters with signs that read, “We love you!” The display of affection was prompted by news that the brand’s parent company, VF Corp., planned to relocate its base of operations from North Carolina to Denver—a shake-up that would require most of the Fortune 500 firm’s brands, Smartwool included, to
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