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Beyond the Bale : December 2018
ANTON KRUPICKA MOUNTAIN ULTRA-RUNNER @antonkrupicka 144K Instagram followers On the summit of Aiguille de l’M in Chamonix, France: “For long days in the mountains, I find wool’s natural fibers to be the best at moisture management and sustained comfort.” MORGAN TYLER YOGA INSTRUCTOR @findingmorgantyler 497K Instagram followers “Feeling extra thankful to have warm, cozy and breathable clothes after partnering with The Woolmark Company this autumn. Easy to go straight home, to hiking, to popping into yoga poses in this Merino wool athleisure wear.” KIRA STOKES CELEBRITY TRAINER @kirastokesfit 268K Instagram followers Embracing nature in Hudson, NY: “Natural fibers in a natural environment: win win. From bootcamp, to yoga, to hiking, my Merino wool gear kept me comfy, cozy, warm and stylish. Needless to say I’m totally STOKED on working out in wool.” ERIC UNDERWOOD THE ROYAL BALLET @ericunderwood 66.5K Instagram followers “Merino wool activewear is naturally elastic, making it ideal attire to get the best out of your workout. The fabric reacts to your body temperature, absorbing sweat whilst remaining odour free.” to identify commuters who passed by our outdoor advertising and then target them with the campaign film, which resulted in three million views of the film. INFLUENCING THE KEY INFLUENCERS An influencer campaign of some of the world’s leading fitness stars helped connect commercial wool product to consumers in an approachable, authentic way. These influencers and key opinion leaders drove consideration for product by validating the message of wool. See below for a small selection of how these influencers championed #liveandbreathe on Instagram. Altogether, there were 52 top tier influencers and 25 media working out in wool. The influencers were engaged to host events and wear-test commercially available wool product, reaching 45 million people across social media. Nine events were held for influencers and media across the USA, UK, China and Tokyo. From outdoor fitness classes in Shanghai and Beijing, to summitting Mount Snowdon in the UK and trail runs in Colorado, participants were given wool-rich outdoor-wear to experience first-hand the performance benefits of the fibre. MEDIA PARTNERSHIPS The Woolmark Company also partnered with leading media outlets – both traditional and online – including Elle China, The New York Times, LADBible and T Magazine, reaching nearly two million readers worldwide. “I’ve been wanting to write a wool sports story for so long. I tried a few years ago but there just weren’t enough big brands doing it yet. Not the case anymore.” Courtney Rubin, Freelance Journalist for New York Times and Fast Company “I never knew that wool had so many benefits until I learned about it from the Woolmark team. Who knew that the fabric you wore could make such a difference during a workout.” Sam Todd, Social Media Editor for GQ MORE INFORMATION www.woolmark.com/liveandbreathe Well known exercise coach Roger Frampton, pictured wearing wool on a trek up Mount Snowdon in Wales, was one of more than 52 top tier influencers throughout the world promoting wool during the Live & Breathe campaign. The Woolmark Company partnered with Amazon to create a hub of shoppable wool products. The Amazon.com display banners drove consumers to the Amazon landing page whilst consumers were driven to the wool hub from other sources, such as email newsletters and online advertising. See www.amazon.com/adlp/woolmark OFF FARM 7
In the Shops - March 2019