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Beyond the Bale : December 2018
Eight-second adverts on nine digital signage screens at the Exposition ran every four minutes, plus digital advertising on screens at Orlando International Airport. Two popular promotional events, including a presentation and demonstration of the uniforms, were held at the 5.11 Tactical booth at IACP. The events were also a good opportunity for the company to collect sign- ups for a wear-test of the uniforms by officers, who try out the garments and then provide feedback to their police chiefs (the purchasing decision-makers). There has been five times the anticipated number of sign-ups, which demonstrates the interest in the uniforms. Other promotion of the uniforms included advertising in: • Police Magazine: including a full-page advert, advertising insert, and uniform sponsor in the ‘Well Dressed Patrol Officer Contest’ • PoliceMag.com: including website and mobile banner adverts, Facebook posts, dedicated email, e -newsletter insertions in the ‘Hot Product’ and ‘IACP sponsor’ sections, and custom landing page • PoliceOne.com: including a dedicated email, two e-newsletter insertions, and Facebook posts. “IACP was one of the best and most well attended shows we have had in years and the new 5.11 Poly/Wool uniform was certainly a highlight of the show,” David Hein said. “We had thousands of chiefs and other representatives of law enforcement from across the world stopping by the 5.11 booth and inquiring about the new uniform and its performance. There were a lot of great comments around the product with how good it looked, how light and comfortable it felt while maintaining its professional look. “We anticipate based on our partnership with Woolmark and the success of the show to see hundreds of agencies and departments request to wear test the products.” MORE INFORMATION www.511tactical.com/ woolmark-polywool-uniforms Merino wool is increasingly being used as the key ingredient in footwear, with the high performance fibre giving consumers the natural edge over its synthetic rivals. Vice President of 5.11 Tactical’s Professional Division, David Hein, with Glen Tilley of ‘Hillcott Grove’, Tarlee in the lower Mid North region South Australia, during a visit to Australia in September to learn more about the source of Merino wool. Indian brand Neeman’s is the latest to include Merino wool in footwear – a growing trend which highlights the performance benefits of the fibre in a unique, innovative way. As the sports and outdoor industry continues to grow, leading brands are extending their use of wool from activewear into footwear. However, the success of wool in footwear lies not only in the fibre’s natural properties, but also in its ability to be constructed in a way that aids performance. AWI’s technical team has been working to create shoes that not only allow the foot to breathe, wick away moisture and are resistant to odour, but importantly are comfortable to wear. For example, by combining yarns together and using three- dimensional knitting, the entire upper of the shoe can be seamless, free of cutting and sewing. By working with the world’s most innovative spinners, AWI has developed wool and wool-rich yarns specifically for footwear and has been showcasing them at the world’s most important trade shows across the world. “Due to consumers’ more active lifestyle and casual approach to dressing, sneakers are undoubtedly one of the most popular items in today’s global market,” explained AWI General Manager, Processing Innovation & Education Extension, Julie Davies. “By working closely with our supply chain partners, AWI has been able to develop technically advanced yarns to be incorporated into the upper, inner and liner for a range of machine washable footwear.” adidas, Baabuk, Giesswein, Le Mounton and Z Zegna are just some of the popular brands on the market today. The most recent brand to hit the ground running is Neeman’s – the first brand to come out of India to include Merino wool in footwear. Designed in London, the shoes are made from some of the finest Merino wool from Australia, with the insoles made from plant- based castor bean oil and recycled rubber, which offers comfort through all seasons in India. The sock-free, odour resistant, flexible and lightweight shoes inherit all the eco- credentials of Merino wool. Neeman’s founder Taran Chhabra said that Neeman’s shoes are a result of his own personal struggle to find a shoe that could truly provide all-day comfort. “This led me to look beyond synthetic fibres and my search ended with the naturally versatile Merino wool fibre,” he said. “Neeman’s has created a path-breaking collection of shoes by using Merino wool from Australia, which is superfine and lightweight, moisture-wicking and breathable, naturally odour resistant and keeps skin cool and dry even in extreme temperatures.” RUNNING WITH WOOL OFF FARM 33
In the Shops - March 2019