Backbone Media LLC.

• Position: TO WATCH - Company overview - Brief article

SNAPSHOT: Backbone Media, founded in 1997, is a public relations, media planning and social media agency focused on active lifestyle brands. Its clients include New Belgium Brewery, Black Diamond Equipment, Polartec, Gerber and La Sportiva.

LEADERSHIP: Nate Simmons and Penn Newhard are partners in the Carbondale company.

WORK FORCE: The company employs 18 full-time equivalent employees and expects to grow to 20 this year.

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NICHE: "What might be perceived by New York agencies as our weakness is actually our greatest strength - living in a small town in Colorado means that we come from a place of authenticity and credibility when promoting outdoor gear and equipment," the company says. "Our staff lives the lifestyle, uses the gear we promote on a daily basis and believes in the products we represent."

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