The University of Montana announced on May 15 a new partnership with the U.S. Forest Service, marking the first time Smokey Bear has been co-branded with a university as part of an apparel collection.
The collaboration is significant because it brings together UM’s forestry expertise and the national wildfire prevention message carried by Smokey Bear, offering both educational value and support for wildfire prevention efforts.
Pete Lucchesi, co-owner and creative director of Streaker Sports, said, “We’re honored to partner with the U.S. Forest Service on an apparel collection that celebrates and unites both the rich history of Smokey Bear and the incredible forestry program at the University of Montana.” The limited-edition line features imagery such as Smokey Bear, UM’s Main Hall, and ponderosa pine trees. A portion of proceeds will benefit continued wildfire prevention education through the Smokey Bear campaign.
Brad Coley, vice president of partnerships for Collegiate Licensing Company (CLC), said, “We’re excited to help UM facilitate this unique merchandise collaboration, which leverages a distinctive academic program to tell the larger brand story of the University. With a portion of the proceeds benefitting the Smokey Bear campaign, the limited-time products allow Griz fans to show their spirit while expanding safety education for all.”
Denise “Goat” Lamb, UM chief licensing officer, said that partnering with Smokey Bear aligns naturally with UM’s reputation in landscape protection: “UM’s brand is a natural cohesion with Smokey Bear, for several reasons. Chief among them, we are Montana’s leading forestry college from our earliest days, and our impact continues today.”
Libby Metcalf, dean of W.A. Franke College of Forestry and Conservation at UM said: “Fire belongs to this landscape. Our work at UM is about helping people see that more clearly because the more we understand it, the better we can live with it.” Metcalf also added: “Our students aren’t just learning about wildfire in a classroom — they’re out in the field, working alongside professionals… That’s what makes our curriculum and impact nationally distinct.”
According to its official website, The University of Montana accommodates more than 11,000 students through undergraduate and graduate programs offered via established admissions processes. The university functions as a public research institution emphasizing academic excellence and hands-on education within an inclusive atmosphere set in picturesque surroundings.
The image and likeness rights associated with Smokey Bear are protected by federal law under congressional trademark legislation passed in 1952. Management responsibilities fall under agencies including U.S. Forest Service.
The broader implications involve connecting iconic environmental messaging directly into higher education settings known for fire science leadership—a move expected to further promote safety awareness while supporting applied research on wildfire management.