Smartwool’s target audience is between 25 - 55. These people spend at least one hour per week outdoor. They Participated in a traditional or non-traditional outdoor activity at least once in the past year. And they Purchase apparel, footwear, equipment, and/or technology for outdoor activities. Most of them have kids at home, and they believe they are raising the next generation of outdoor consumers. Most believe it is natural for kids to spend time outdoors and encourage their kids to do so for their health and well-being.