Learning to appreciate the Mud Season with Jamie Parker of SMMT
We caught up with Jamie Parker, founder of SMMT Outdoor, to chat about his journey—from working with big names like Nike and Jaybird to launching his own independent brand in Park City, Utah. We talked retail shifts, outdoor life, and what it means to build something on your own terms in today’s gear world.
To mark the release of the Serpa 16oz Tumbler “Campfire”, a color story celebration of Mud Season, Hatchet Supply is teaming up with SMMT for a one-day pop-up on May 24th—with cocktails by House of Suntory. The Mud Season concept nods to that quiet stretch in mountain towns like Park City, when the tourists clear out and it’s just the locals, the soggy trails, and the dirt roads.
Scroll on for our convo with Jamie—and shop SMMT here.
You once led Nike's Manchester United retail business—what’s changed most about the retail experience since then?
You know the Manchester United experience was such a unique one. It was such a physical experience, because it was so tied to a game and stadium experience. And, I think retail today is still evolving around those same questions of experience. We are so digitally anchored now as a society, and the pandemic accelerated that, I think physical retail will continuously evolve to maximize the physical experience around the digital world. It has always been a place to touch and feel product, and experience quality in a tactile way. How physical spaces help connect people & product (eg consumer with expert, product pick up), facilitate product research & comparison, and create immersion beyond a screen (eg customization, event experiences, etc) I think will continue to evolve and be the advantage of physical retail in an ever increasing digital world.
After Nike, you took the helm at Jaybird before founding SMMT. Do you see a common thread between your work in performance sports, lifestyle electronics, and now outdoor gear?
That’s a great question. In a lot of ways, I think the experience across those roles shared serving a very similar consumer. All three roles involved understanding and making the lives better of an active, outdoor passionate consumer. Beyond that, I think all three experiences shared learnings and growth, for me, in marketing, product creation, and even the retail marketplace.
What pulled you into the outdoor world—personally and professionally? Was there a moment that sparked that shift?
I’m not sure there was ever a shift. I loved the outdoors from an early stage. I had grown up with sports as a passion from the beginning and loved connecting active/outdoor lifestyle with my career from pretty early on. For me, an active lifestyle and nature are a fundamental part of a life well lived. I would always be connected to it, as I think they are so core to being a great professional, even if you don’t work in the outdoor industry. I think we are better people when we spend more time outdoors and moving.
We’re big fans of the “Mud Season” concept—can you describe what that season feels like in Park City? What’s the energy like when the crowds leave and it’s just the locals?
I think it's a mixed bag of emotions. Lets be honest, the term ‘mud season’ is not used in a positive way for the most part in mountain towns. It's this in between off season, where the snow & skiing is largely done, and the trails are too muddy for mountain biking and trail running. But, it's also this cool time when things slow down, crowds and traffic subside, and gathering together feels more intimate. We are the people that stay. We loved the idea of leaning into that as a brand, and celebrating the uncelebrated season. And we named the colorway ‘campfire caramel’ because gathering around the campfire is a very transition season gathering experience during mud season.
Jamie, I hear you’re NY born and raised. Where did you grow up—and what, if anything, do you miss about New York? Got anything you’re excited to see or do while you’re in town for the pop-up?
Yeah! I grew up in Rochester NY, so I am not even sure that makes me a proper ‘New Yorker.’ For folks in the city, I am probably Canadian or from Ohio. But yes, I am so stoked to be back here. I am really excited to stroll through Soho. Nike had a door here that I spent a lot of time at and so I really fell in love with the area and just walking through and seeing the changes. But, honestly, it's about friends. I am just really excited to see friends from all different phases in life - growing up, the UK, Brasil, Portland - so many old friends find their way to NYC and having a weekend to connect is so much fun.
