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Beyond the Bale : June 2018
AMANDA ORDWAY – Events manager “Before, I’d been using synthetic sportswear to train in but after training in wool I have been so impressed by the wool sportswear; it’s so comfortable, light, and it almost feels like cotton, but it has so much better absorbency, wicking away, and odour resistance." JOSEPH DUSSELDORP – Boston-based ear specialist “I had never thought of wearing wool as running gear, but I have been very impressed by how lightweight yet durable the clothes feel, and there does seem to be a resistance to smell which most of my other synthetic running gear fails to hide.” DANIELLE MACCINI – Pre-school teacher “When I think of wool I think of heavy, warm clothing, not something you wear for sweating while training, but these pieces are light and easy to move in.” THOMAS MCGRORY – Fireman “Before this I didn’t know much about wool – I thought it was heavy and itchy, but after training in wool, I realised it’s the complete opposite, and after trying to train in cotton for the first month, wool is the only fibre I’ll train in now.” Four first-time marathon runners teamed up with The Woolmark Company to showcase their experience of training for the Boston Marathon wearing adidas wool running gear. This is what they said of their experience of wool. OUR FOUR FIRST-TIME MARATHONERS RUNNING IN WOOL Listen to AWI’s pre-race interview with Amanda, Joseph, Danielle and Thomas on episode 36 of The Yarn available at www.wool.com/podcast THE MARKETING Throughout March and April, the large- scale pre-race marketing campaign was created to build consumer interest in wool and the wool product, centred around the theme 'I Wool Win', followed by a post-race ‘Won with Wool’ theme. The campaign, co-branded with adidas, ran across social media channels, in the Boston Globe newspaper and outdoor advertising including billboards. The advertising promoted the Woolmark brand and championed the performance benefits of Merino wool, breaking misconceptions that the fibre is only for heavier knits in the colder months. A key part of the campaign was the promotion of the four Boston-based first- time marathon runners – see box right – who trained in the adidas Merino gear in the lead-up to the marathon. All four participants shared their training journey and were heavily promoted via The Woolmark Company’s social media channels and on www.boston.com. They all went on to achieve their goal of completing this year’s particularly grueling race. There was another runner at Boston this year who has a very special connection to wool. The Woolmark Company’s Product and Education Extension Manager for the UK, Louise Campbell, completed her first Boston marathon (her second marathon). She too wore the Woolmark-adidas Boston Marathon T-shirt along with wool-rich shorts and 100% Merino wool socks. Louise battled the atrocious weather conditions to cross the finish line in a personal victory. “The weather was really brutal, but having Merino wool next to my skin as a base-layer kept me warm and mostly dry despite the awful conditions,” she said at the finish line. The Woolmark Company’s three-way partnership at the Boston Marathon will continue in 2019 and 2020. More information www.woolmark.com/boston AWI CEO Stuart McCullough presenting the Woolmark-adidas ‘Best in Boston’ t-shirt to the 2018 men’s race winner Yuki Kawauchi. Thomas McGrory in a pre-race billboard, pictured here outside the home of the Boston Red Sox baseball team, Fenway Park. WON WITH WOOL Congratulations to Joseph, to all the others who trained in wool, and to everyone else who won their race in Boston, where legends are created. woolmark.com/boston Joe Dusseldorp in a post-race advert in the Boston Globe newspaper. OFF FARM 7