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Beyond the Bale : December 2018
What better way to showcase wool’s performance benefits than have commercially available wool products tested by a group of top athletes – which is exactly what The Woolmark Company did as part of its Live & Breathe marketing campaign. With its unrivalled breathability, moisture management properties and odour control, there’s no denying that wool is the ultimate performance fibre. To prove it, AWI’s marketing arm, The Woolmark Company, put wool to the ultimate test – as part of the company’s Live & Breathe consumer marketing campaign – with three Australian athletes wearing head-to-toe wool for their workouts. A series of photos, and video, were shot of three elite Australian athletes: three-time Olympic middle distance runner Jeff Riseley, 2018 Commonwealth Games 100-metre semi- finalist Rohan Browning, and accomplished high jumper Amy Pejkovic. The photos captured them as they sprinted and stretched, climbed and crunched at Sydney’s historic Carriageworks, wearing lightweight commercially available pieces from the likes of adidas, XTM, ioMerino and Ibex. The series of photos were rolled out via The Woolmark Company’s social media channels, and each athlete also championed the photos and the fibre to their own highly engaged audience, via their own channels. THE ATHLETES’ VERDICT “I think that people hold the misconception that wool can be cumbersome and itchy, which couldn’t be further from the truth,” said Rohan of his experience. “High performance in elite sport is all about being in a comfortable mental and physical space. When you’re behind the start line and all the work has been done, the only thing you can change is what you wear.” Jeff agrees, noting in particular wool’s ability to regulate body temperature and minimise moisture. “I typically find it difficult to find a product that can keep me warm early in a run when I’m still cold, and that can cope once I’ve warmed up so that I don’t overheat or sweat. Wool minimises the need for multiple layers that need to be shed as a run goes on, making it really versatile.” Amy commented: “Breathable, lightweight, durable and 100% Australian Merino wool – perfect for summer workouts too.” High jumper Amy Pejkovic wearing the latest P.E Nation leggings and crop (see page 10). Three-time Olympic middle distance runner Jeff Riseley, pictured wearing Merino Country shorts and XTM long-sleeve shirt. Accomplished high jumper Amy Pejkovic, pictured wearing adidas T-shirt, Merino Country leggings and Röjk Badland Jacket (made using the same fabric technology as the Woolmark WP Optim jacket – see opposite). 2018 Commonwealth Games 100-metre semi- finalist Rohan Browning, pictured wearing an adidas T-shirt and Wildnerness Wear leggings. ELITE ATHLETES PUT WOOL TO THE TEST 8 OFF FARM
In the Shops - March 2019