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Beyond the Bale : December 2017
Merino wool garments are ideal for stretch-related activities such as yoga, and as Merino wool fibres are so fine, they feel luxuriously soft next to the skin. To build demand for Merino wool in this market, AWI’s Japan office therefore recently collaborated with Swiss brand [sn]super.natural to exhibit at Yogafest 2017 near Tokyo, where every year more than 40,000 enthusiasts attend the three-day event. [sn]super.natural and AWI sponsored yoga classes and held a social media contest with the #yogainwool hashtag. Outside, sheep proved very popular, with yogis able to make the sheep to shop connection. “The theme yoga and Merino wool is unique, and as a rather new brand, we were able to differentiate ourselves and appeal to a new audience,” said [sn]super.natural Japan CEO Yoichi Fukuhara. “The sheep, wool exhibits and photo contest also had a great impact on the visitors.” With a focus on yoga, but catering for all outdoor enthusiasts, [sn]super.natural’s motto is ‘inspired by nature, enhanced by design’. [sn]super.natural combines the benefits of natural Merino wool with the cutting-edge technology of engineered fibres to build progressive performance clothing. “Opportunities exist to increase Merino wool’s footprint across sports of all intensities, from high intensity sports such as running and cycling through to more gentle pursuits such as yoga and hiking,” added AWI Country Manager Japan, Samuel Cockedey. “Co-marketing partnerships such as with [sn]super.natural allow AWI to showcase Australian Merino wool and its diverse benefits in many types of sports.” MORE INFORMATION www.sn-supernatural.com With more than 40,000 yoga enthusiasts descending on Asia’s biggest yoga festival, Yogafest in Japan, AWI partnered with fitness brand [sn]super.natural to highlight the suitability of Australian Merino wool for yoga. WOOL PROMOTED TO 40,000 AT YOGAFEST 2017 One of the many yoga classes at Yogafest in Tokyo, with participants wearing Woolmark- branded Merino wool tops. make it is so highly regarded by adventurers across the world and such an increasingly popular fibre for the outdoor apparel market. The partnership between AWI and National Geographic also contains a digital component on www.nationalgeographic.com with international reach, providing direct web links for commercially available product from international brands, offering readers a direct click-to-purchase option. AWI will also host a competition – open to residents worldwide – at Woolmark.com/natgeo, with a Merino wool kit up for grabs. For those wishing to fully immerse themselves in McBride’s Colorado adventure, head to www.woolmark.com/vr. MORE INFORMATION www.nationalgeographic.com www.woolmark.com/vr The promotion also highlights some of the best commercially available Merino wool performance apparel. National Geographic adventurer Pete McBride from the mountains of Colorado. OFF FARM 13
In the Shops - March 2018