Only You: UM Licensing Partners With Smokey Bear in Historic Collaboration
The University of Montana has become one of the first universities in the nation to officially partner with Smokey Bear through a historic co-branded apparel collaboration with the U.S. Forest Service. The limited-edition merchandise line celebrates UM’s nationally recognized forestry and wildfire science programs while supporting continued wildfire prevention education through proceeds benefiting the Smokey Bear campaign. (UM photos by Ryan Brennecke)
By Jenny Lavey, UM News Service
MISSOULA – For generations of Americans, their first bear encounter was with one wearing a wide-brimmed hat and holding a shovel, instructing on the dangers of wildfire and protecting wildlands.
Not much has changed since 1944, when Smokey Bear was first created to inspire Americans to prevent wildfires. The iconic bear is still used in national marketing and youth education campaigns today, including a new, historic collaboration with the University of Montana.
For the first time in history, the U.S. Forest Service has co-branded Smokey Bear with a small number of universities with fire science programs.
Pete Lucchesi, co-owner and creative director of Streaker Sports, is the apparel host of Smokey Bear’s college connection, and chose UM as a partnering school on the launch. Lucchesi said the task of bringing Smokey Bear into a collegiate landscape was unique.
“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,” Lucchesi said.
The one-time-only line of apparel includes the iconic Smokey Bear, the University’s Main Hall and ponderosa pine tree imagery. A portion of proceeds will benefit the Smokey Bear campaign, to be used for continued wildfire prevention education.
Collegiate Licensing Company is the nation’s leading trademark licensing agency and acts as an intermediary between universities and companies to create officially licensed merchandise.
“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,” said Brad Coley, vice president of partnerships for CLC. “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 the apparel line reflects UM’s expertise in landscape protection and stewardship.
“UM’s brand is a natural cohesion with Smokey Bear, for several reasons,” Lamb said. “Chief among them, we are Montana’s leading forestry college from our earliest days, and our impact continues today.”
The line includes three T-shirts and a crewneck sweatshirt, available only in-store at the Go Griz Store on the UM campus, and online with Streaker Sports at streakersports.com.
More than nostalgia, the new line also reflects UM’s cornerstone wildfire teaching, research and academic success in UM’s W.A. Franke College of Forestry and Conservation.
The college’s research enterprise spans field-based ecology, advanced geospatial modeling and applied fire management. Anchored by the National Center for Landscape Fire Analysis, the college produces actionable insights that guide forest management, wildfire response and long-term ecosystem resilience
“Fire belongs to this landscape,” said Libby Metcalf, dean of the W.A. Franke College of Forestry and Conservation. “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.
UM’s cornerstone forestry college stands out as a national leader in wildland fire science and landscape ecology, combining rigorous, interdisciplinary research with real-world applications, Metcalf said.
Through strong partnerships and hands-on learning, UM ensures its research directly informs practice, preparing students and professionals to address the complex challenges of fire-prone landscapes.
Tom Schultz, chief of the U.S. Forest Service, is a UM alumnus.
Also home to wildlife biology, environmental studies, forestry, tourism management, climate sciences and more, the college provides applied research that protects not only Montana’s forests and working lands but forecasts economic and climate changes so industry can be prepared.
The image and likeness of Smokey Bear is a congressional trademark protected by federal law and not in the public domain. Smokey Bear is managed by the U.S. Forest Service, the National Association of State Foresters and the Ad Council.
Congress passed the “Smokey Bear Act” in 1952 to remove Smokey from the public domain and place him under the control of the Secretary of Agriculture. The act established a fine against any unauthorized persons using Smokey’s name or character.
At a recent prescribed burn on UM’s Lebrecht Experimental Forest, UM forestry students dripped a fire line in first-hand experience of managing a burn. They donned the Smokey Bear line when they weren’t wearing required Nomex.
“Our students aren't just learning about wildfire in a classroom — they're out in the field, working alongside professionals, watching science turn into action in real time,” Metcalf said. “There's no substitute for that. It's where knowledge becomes real skill, and where our students become practitioners. That's what makes our curriculum and impact nationally distinct.
For more information on the Smokey Bear line, contact Lamb at 406-360-4628, email goat.lamb@umontana.edu or visit the Go Griz Store.
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Contact: Goat Lamb, UM chief licensing officer, 406-360-4628, goat.lamb@umontana.edu; Dave Kuntz, UM director of strategic communications, 406-243-5659, dave.kuntz@umontana.edu.