Live & Breathe – Australian Wool Campaign

AWI’s (Australian Wool Innovation) Live & Breathe Campaign set out to educate a new generation of consumers about the technical performance benefits of Australian Merino wool. What better way to showcase wool’s performance benefits than have commercially available wool products tested by a group of top athletes – which is exactly what The Woolmark Company did as part of its Live & Breathe marketing campaign .

With its unrivaled breathability, moisture management properties and odour control, there’s no denying that wool is the ultimate performance fibre. To prove it, AWI’s marketing arm, The Woolmark Company, put wool to the ultimate test – as part of the company’s Live & Breathe consumer marketing campaign – with three Australian athletes wearing head-to-toe wool for their workouts.

THE ATHLETES’ VERDICT “I think that people hold the misconception that wool can be cumbersome and itchy, which couldn’t be further from the truth,” said atlete Rohan Browning of his experience. “High performance in elite sport is all about being in a comfortable mental and physical space. When you’re behind the start line and all the work has been done, the only thing you can change is what you wear.” Jeff agrees, noting in particular wool’s ability to regulate body temperature and minimise moisture. “I typically find it difficult to find a product that can keep me warm early in a run when I’m still cold, and that can cope once I’ve warmed up so that I don’t overheat or sweat. Wool minimises the need for multiple layers that need to be shed as a run goes on, making it really versatile.” High jumper Amy Pojkic commented: “Breathable, lightweight, durable and 100% Australian Merino wool – perfect for summer workouts too.”

The Woolmark Company partnered with Amazon to create a hub of shoppable wool products. See


Beyond the Bale, Live & Breath Campaign, Issue 77 Dec. 2018, pg 6-8.