A group of 53 people including Steve Rendle, president of VF Corporation's Outdoor Coalition for the Americas, went on a four-day, 380-mile bicycle journey starting at SmartWool's headquarters in Steamboat Springs, Colorado, on July 26 and ending up in Park City, Utah just before joining the neighboring Outdoor Retailer Show in Salt Lake City. It was the seventh edition of the Ride to OR, which was initiated by SmartWool's president, Mark Satkiewicz, after he joined the company in 2006, in connection with its takeover by Timberland. The company is now part of VF's Outdoor Coalition. This year's group of riders included 40 SmartWool employees and reps plus two journalists, other marketing and media representatives, and some retailers.