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Beyond the Bale : June 2019
MARKETING ‘WE WOOL WIN’ Throughout March and April, a large-scale pre-race marketing campaign was created to build consumer interest in wool and the wool product, centred around the theme 'We Wool Win'. The campaign, co-branded with adidas, ran across social media channels, in the Boston Globe newspaper and outdoor advertising. 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. In the days prior to the race, The Woolmark Company was on-site in Boston with a ‘We Wool Win’ training truck – featuring running coaches, training runs and nutrition workshops to help the runners prepare for the race – as well as promoting the performance benefits of wool. A key part of the campaign was the promotion of three marathon runners – see right – who trained in adidas Merino gear in the lead-up to the marathon. All three 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. AWI CEO Stuart McCullough said, “Our continued relationship with both adidas and the Boston Athletic Association allows us to engage not only with industry leaders, but with strong, determined athletes who know the true value of high-performance apparel. “It also aligns one of the world’s most prestigious marathons with the world’s most prestigious natural fibre.” MORE INFORMATION www.woolmark.com/boston The commercial version of the Boston Marathon long sleeve Merino wool T-shirt made from 75% Merino wool, available to buy on the US adidas website. The Boston Marathon was Judy’s sixth marathon this year. She is running the six Abbott World Marathon Majors (Tokyo, Boston, London, Berlin, Chicago and New York) within 12 months to raise money for charity with the Boston proceeds going to Team For Kids. “I like to wear Merino wool because of its breathability and it helps me maintain my body temperature on warm days and cold days. It’s gotten me through two weeks of showerless days in Nepal, did great job repelling odours and it kept my three friends very happy!” After his father was diagnosed with Parkinson’s disease, 25-year-old rug designer Anka Tezcan from New Jersey decided to raise money for Parkinson’s research by running in Boston. He has raised more than US$25,000 for Team Fox, a group created by actor Michael J. Fox. “I wear Merino wool because of its ability to wick away sweat and also repel rain and snow. No matter what the conditions it will keep me running longer and faster.” For adidas Women ambassador and Girls Run NYC founder Jessie Zapo, running is ingrained in her lifestyle and part of her DNA. She runs to feel strong and coaches to share strength with other women. “The Merino wool shirt from adidas is so good! I couldn’t believe how light it is, but how warm it kept me in the cold winter days and how it can wick away the moisture. It’s versatile because it’s so light you can easily pack it; it’s also easily wrapped around your waist if you become warm. The best part is it doesn’t smell like body odour because of the wool – unlike every other performance fabric. I wish all of my layers were Merino wool. This shirt is the truth.” OUR FEATURED MARATHONERS Three American marathon runners teamed up with The Woolmark Company to showcase their experience of training for the Boston Marathon wearing adidas wool running gear. JUDYTAINGJESSIEZAPOANKATEZCAN MORE INFORMATION Listen to AWI’s pre-race interview with Jessie and other runners on episode 84 of The Yarn available at www.wool.com/podcast Judy Taing, Anka Tezcan and Jessie Zapo training in wool. OFF FARM 5