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Beyond the Bale : March 2015
6 OFF FARM AUSTRALIAN FOOTBALL SHOWS ITS FIBRE AWI’s Fibre of Football campaign is not only celebrating the rich heritage of the Australian wool industry and Australian Football, it is also placing Merino wool back into football jumpers and supporter apparel. With the start of the 2015 Australian Football League (AFL) season next month comes the historic development that all clubs in the competition will be selling Australian wool products for the first time in decades. 100 per cent Australian Merino wool retro football jumpers, scarves, gloves and beanies will be available as part of the supporter apparel offering at club stores as well as www.shop.afl.com.au from April, branded under AWI’s Fibre of Football campaign. Also available will be knit kits in club colours and club knit wool blend jumpers. The re-entry of wool into AFL merchandise comes after 18 months of work by AWI alongside AFL merchandise licensee PlayCorp together with testing and trials with Australian manufacturers such as Lyon Sportswear and Australian Country Spinners. General Manager of PlayCorp Apparel, Dean Grimster, said the initiative to create the retro jumpers from Australian Merino wool has gained a great deal of traction from across both the wool industry and the footballing community. “Everyone we speak to is so excited about the opportunity to wear a woollen football jumper again. I take enormous pride in the fact that we’re actually doing this,” Mr Grimster said. “To make a football jumper in Australia, in Melbourne, out of Australian wool really closes the loop on the whole program.” To have wool recognised as the fibre of Australian football is only fitting given the strong social and economic ties the wool industry has had with the game from its very inception in the mid-19th century in country Victoria. The Fibre of Football campaign will take many forms and provide various opportunities throughout 2015 such as meeting our advocates and game-day opportunities. The Fibre of Football campaign has been driven by AWI which has been working on the initiative for well over 12 months now. “It has been fantastic to be able to develop an idea into a campaign with such great advocates, such great products and such a simple and engaging message,” said AWI Corporate Communications Manager Marius Cuming. “It will be very interesting to see how the general football public responds to the Fibre of Football. Connecting these great players to strong imagery of farming and wool-growing in particular reminds people of the central role the wool industry still has to our economy, our communities and who we are as a nation.” Keep in touch with AWI at wool.com where you can also subscribe to AWI’s monthly e-newsletter and follow @woolinnovation on Twitter to be amongst the first to hear the news, and help celebrate and take part in this ground-breaking campaign. MORE INFORMATION www.fibreoffootball.com.au TOP Knit Kits in AFL club colours for child and adult beanies and scarves. The kits contain balls of 100% Australian wool 14ply yarn, 7mm knitting needles, wool needle, instruction leaflet, AFL fabric badge and club fabric badge. RIGHT 100 per cent Australian Merino wool retro football jumpers and scarves, gloves and beanies for AFL clubs will be available from club shops as well as www.shop.afl.com.au from April.