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'Live & Breathe' Global launch campaign for The Woolmark Company
For the first time in over seven years, The Woolmark Company, the global authority on wool, is launching a global consumer awareness campaign to educate a new generation of consumers on the performance benefits of Australian Merino wool, focusing on breathable wool performance and athleisure wear.

The campaign takes aim at the global tensions around our new obsession with synthetics and seeks to remind people that Merino wool’s natural qualities – breathability, odour control, moisture management – make it the original performance fibre.

The athleisure/activewear market is the fastest growing sector of the AU$1.7 trillion global textile business, with 90% of the world’s apparel wool produced in Australia.

The film launches in New York, San Francisco, London, Shanghai and Tokyo and will be supported by large format and street OOH in all but one of these metro cities.

Activations will include influencer-led fitness classes and Merino wool capsule collection launches from brand partners, including P.E Nation and Erin Snow, highlighting ‘breathability’.