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Wool Stocktake : AWI Annual Report 2016-17
The adidas half-zip (left) and dip dye (right) Primeknit T- shirts were the result of a three-way collaboration between adidas, AWI and manufacturer Stoll. • Global sportswear brand adidas continued to build its wool product listing, launching two new wool blend items available both in Australia and across the world. The half-zip and the dip dye Primeknit T- shirts were the result of the three-way collaboration between adidas, AWI and manufacturer Stoll. The new wool blend Primeknit T-shirts complement adidas’ other Merino apparel and the wool edition of its Ultra BOOST sneaker, which uses similar innovative knitwear technologies to offer athletes their best run ever. • Following last year’s successful marketing campaign at the Italian Open tennis tournament, iconic Italian sports brand ‘Australian’ was once again the technical sponsor of the 2017 tournament in May, showcasing a collection of wool sports apparel in conjunction with AWI. The two companies developed a wool blend T-shirt, made from innovative new Wool Tek fabric. The T-shirt is part of a larger wool collection developed by Australian, including 100% Merino wool polo shirts and T-shirts, and a wool blend jumper and jacket. • Merino wool in sportswear and athleisure apparel was promoted in India by AWI with the help of renowned Indian actor Shravan Reddy. An exciting new digital campaign was undertaken, including conversations using the hashtag #DareShravanTo in which fans had the opportunity to dare the actor to perform a series of fitness challenges – which were filmed and uploaded to social media site Instagram – all while dressed top-to-toe in commercially available Merino wool activewear. • After successfully launching Merino wool into its Spring/Summer 2014 collection, Australian activewear brand JAGGAD has continued to work alongside AWI for fabric development to remain at the forefront of innovation. JAGGAD’s Autumn/Winter 2017 collection included 14 wool- rich styles for both men and women, including high- performance singlets, short- and long-sleeved T-shirts, and dance shorts. • In April 2017, to coincide with the launch of its Spring/Summer 2017 range of Merino wool base-, mid- and outer-layers, German mountainwear company and Woolmark licensee ORTOVOX started using new marketing material - including videos and imagery – that showcases the sheep, the farms and the Tasmanian woolgrowers behind the fibre it uses. The company sells its products in more than 1,750 stores across Europe, North America and Japan. • In a new partnership with leading snowboarding brand Burton, AWI sponsored this year’s annual Burton US Open Snowboarding Championships – one of the world’s most prestigious snowboard tournaments – held in in Vail, Colorado, in March. This gave riders and spectators the opportunity to preview an upcoming collection of 100% Australian Merino wool base-layers, shirts, bottoms and accessories co-developed with Burton. The apparel is due to hit the stores in October 2017, just in time for the northern hemisphere’s ski season. • In collaboration with AWI, fashion bible Vogue Italia dedicated two pages to Merino wool and activewear in its August 2016 edition, showcasing a selection of premium performance brands working with wool – including adidas, Bandavej, Aeance, Woolrich, New Balance, Helly Hansen, Reda Rewoolution, Odlo and Rossignol. As activewear gains pace in the world of high-end fashion, more and more traditional sports brands are turning to premium fibres, such as wool, to add a touch of luxury to their performance apparel. • In an initiative to increase the demand for Australian Merino wool in China’s premium sportswear market, AWI supported the inclusion of Australian Merino wool apparel in a 12-page feature by GQ China. Under the title ‘The City is My Gym’, in the magazine’s April 2017 edition, activewear is featured in the outdoor urban environment of Melbourne, with four images featuring Merino wool apparel seeing the models skateboarding, cycling, running and doing yoga. • Some of the UK’s greatest sports stars were photographed in their favourite Merino wool training attire for the January 2017 issue of British GQ magazine, in an initiative by AWI to help increase demand for Australian Merino wool in the country’s premium sportswear market. In the exclusive promotion, British GQ paid tribute to some of the UK's most exciting talents of today – including four-time Tour de France winner Chris Froome and legendary England cricketer James Anderson – modelling the finest in Merino wool athletic attire. Four-times Tour de France winner Chris Froome wearing Merino wool apparel (by Rapha) as part of a British GQ magazine feature promoting Merino wool in sportswear, supported by AWI. REPORT OF 2016/17 OPERATIONS – MARKETING 17
AWI Annual Report 2015-16