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Beyond the Bale : March 2017
4 AWI and British GQ have collaborated to produce a digital campaign featuring some of Britain’s sporting greats, and a 10-page photographic showcase titled ‘Wool Power’ in the magazine’s January 2017 issue, that aims to raise awareness in the UK, and globally, of Merino wool and its use in activewear and sports luxe apparel. In the exclusive promotion, British GQ paid tribute to some of the UK's most exciting talents of today – including three-time Tour de France winner Chris Froome (see front cover) and legendary England cricketer James Anderson – modelling the finest in Merino wool athletic attire. British GQ hosted on its website a series of three short films, and articles, featuring the sportsmen in action whilst displaying the performance power of Merino wool: 1. The first episode looked at what boxing and ballet have in common, featuring boxer Conor Benn and the Royal Ballet’s Eric Underwood who both train in wool. 2. The second episode looked at seven famous athletes at the top of their game training in wool: soccer player Alex Oxlade-Chamberlain, rugby players Chris Robshaw and Thom Evans, gymnast Louis Smith, cyclists Chris Froome and Mark Cavedish, and cricketer James Anderson. 3. The third episode focused on the Merino wool outfits themselves with an innovative video featuring an ‘invisible man’ putting the clothing through its paces. Featured apparel includes a wool blend hoodie by Stone Island; wool track pants by Brunello Cucinelli; hooded Merino wool sweater by John Smedley; wool blend dip-dyed tee and wool jersey pants by adidas; Merino wool blend base- layer by Finisterre; wool blend pants by Helbers; Merino wool hoodie by Mover; Techmerino Sweatshirt by Z Zegna. “When you are at the top of your game there is only one fabric that can match your performance – naturally.” British GQ The high impact video, digital and social media campaign targeted a style-conscious, WOOL POWER England’s most successful bowler of all time James Anderson was one of the sporting stars that featured in the British GQ wool promotion. The ‘King of Swing’ was pictured wearing a Merino wool top by Loro Piana and Merino wool pants by Michael Kors. Some of the UK’s greatest sports stars have been photographed in their favourite Merino wool training attire for British GQ magazine, in an initiative by AWI to help increase demand for Australian Merino wool in the country’s premium sportswear market. aspirational audience who invests in buying premium sportswear and fashion. The promotion reflected the changing face of the apparel market as fashion houses and activewear brands now pay real attention to the sports luxe market. GQ arranged access to the nine high profile athletes in the UK to provide a range of influential independent endorsements for Merino wool across a range of sporting disciplines, and collectively with more than 12 million social media followers the awareness of wool will reach a new audience. All the apparel featured in the promotion is commercially available which directly helps increase consumer demand for the featured brands’ wool products. British GQ has a global reach (print + online + social) of 4.16 million, print readership of 413,000, 3 million online unique users and nearly one million social media followers (Facebook + Twitter + Instagram). The feature may also be syndicated in other markets by GQ. “It is nature itself, in the form of Merino wool, that is the undisputed champion when it comes to pure action,” says British GQ. “Check out the structure of a fibre of wool. Rather than simply being a thread, it has seven distinct layers that help give it its extraordinary properties,” which British GQ reports are softness, elasticity, anti- static, moisture management, temperature regulation and odour resistance. MORE INFORMATION View the videos/articles at www.gq-magazine.co.uk/brand/ woolmark-brand Having grown up in a poor suburb of Washington DC, ballet dancer Eric Underwood’s natural talent won him a scholarship to the American School of Ballet, eventually becoming a soloist with The Royal Ballet in 2008. He is pictured here wearing Merino wool tights by Falke. 4 OFF FARM
In the Shops - March 2017