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Beyond the Bale : June 2017
Leading Italian tennis player Paolo Lorenzi has returned to front the latest marketing campaign of Italian sports brand ‘Australian’, in conjunction with AWI, showcasing activewear made from the innovative new Wool Tek fabric. Following last year’s successful marketing campaign at the Italian Open tennis tournament, iconic Italian sports brand ‘Australian’ was once again the technical sponsor of the 2017 tournament in May, showcasing a collection of wool sports apparel in conjunction with the Italian office of AWI’s subsidiary, The Woolmark Company. The two companies have developed a wool blend T-shirt, made from innovative new Wool Tek fabric, featuring raglan sleeves to ensure maximum comfort and freedom of movement. Wool Tek comprises 36 per cent Merino wool, with this natural performance fibre utilised on the inside of the garment, providing softness next to the athlete’s skin. A naturally technical fibre, wool’s inherent benefits allow for natural elasticity and ease of movement. Lightweight, resistant to both odour and UV rays and moisture-wicking properties, the Wool Tek Australian T-shirt helps the players remain cool and dry even during intense exercise. This T-shirt is part of a larger wool collection developed by Australian, including 100% Merino wool polo shirts and T-shirts, and a wool blend jumper and jacket. These were worn by line umpires, ball-boys, tournament officials, tennis staff and cameramen during the tournament. The collection was developed together with leading companies in the wool industry: Zegna Baruffa, Marzotto Textile Fabrics and SuedwolleGroup Safil. An advertising campaign featuring leading Italian player Paolo Lorenzi wearing the Wool Tek Australian T-shirt (see image above) was run in high-profile Italian magazines to promote the collection. Australian has kitted out Paolo Lorenzi and the rest of Italy’s ATP team in the Merino wool blend performance gear, and Paolo will next wear the gear at the French Open (Roland-Garros) tournament in Paris. Inspired by tennis champions Rod Laver and Ken Rosewall, Australian grew from the ground up and today the brand’s apparel is distributed in 16 different countries and more than 400 stores in Italy. MORE INFORMATION www.australian.it/en ‘AUSTRALIAN’ HITS ANOTHER WIN MERINO WOOL COLLECTION Australian’s new collection was available to purchase at the Italian Tennis Open. The following are three items from the collection that are also available to buy from the online store at www.australian.it (shipping to Europe only). PHOTOS: Australian Merino wool blend “Player’s” Wool Tek T-shirt. 100% Merino wool “Umpire” polo shirt (men’s and women’s available). Leading Italian tennis player Paolo Lorenzi isthefaceofanew campaign by a leading brand in Italy to increase sales of Merino wool tennis apparel. 100% Merino wool “Ball-boy’s” T-shirt, with the Woolmark logo on the sleeve (men’s and women’s available). OFF FARM 15