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Beyond the Bale : June 2019
Begun in 1897, the Boston Marathon is the world's oldest annual marathon and ranks as one of the world's best-known road racing events. Amateur and professional runners from all over the world compete in the 26.2 mile (42.195km) race each year, and the event now attracts an average of 30,000 registered participants and 500,000 spectators. Following its successful marketing campaign at the 2018 event, The Woolmark Company was this year back in Boston, partnering with leading sportswear company adidas and the Boston Athletic Association (B.A.A.) to place wool front and centre of the internationally recognised marathon and help market a commercially available adidas Merino T-shirt. WORKING WITH ADIDAS The Woolmark Company takes an active role in working with internal adidas teams, connecting the sports brand with the wider wool supply chain and supporting business units on product innovation. “We use Merino wool because it is the fabric and fibre that is in line with our vision in adidas running, which is to deliver the best of performance and style to the consumer,” said The performance benefits of Merino wool were once again highlighted at this year’s Boston Marathon – the most prestigious marathon in the world – thanks to the three-way partnership between global sportswear giant adidas, the Boston Athletic Association and AWI’s marketing arm The Woolmark Company. BOSTON’S MERINO MARATHON Senior Director of Running Apparel at adidas Craig Vanderoef. “We work with The Woolmark Company because they are innovators on the path to great things for athletes. Working together we can bring the perception of wool up to date for a new generation of athletes and consumers.” The Boston Marathon Merino wool T-shirt from adidas features 75% Australian Merino wool. It was tested during development by members of the ‘adidas Runners’ community of running fanatics represented in more than 60 countries. The top 20 runners in each of the 13 age-group categories that completed this year’s Boston Marathon received a special individually boxed version of the Boston Marathon T-shirt. This is anticipated to generate more awareness and interest in wool sportswear amongst the top runners who competed. The T-shirt can be purchased by runners and consumers online on the adidas US website and it was also available at the adidas stand at the popular three-day Expo in the lead up to the race. A post-race advert in the Boston Globe newspaper, the day after the race, that appeared opposite the summary results page. AWI General Manager Operations Nigel Gosse holding the coveted winner’s trophy, with Boston Marathon icon and COO of the BAA Jack Fleming. Nigel presented the top 20 finishers in each age category with an exclusive Boston Marathon Merino wool T-shirt from adidas. The Woolmark Company arranged a pre-marathon ‘shake-out’ 5k run in conjunction with the ‘adidas Runners’ group on the morning prior to the marathon in Copley Square, a premium spot near the finish line. 4 OFF FARM