The Woolmark Company partners with Backbone Media

The Woolmark Company, the global authority on wool, has hired Backbone Media to manage its U.S. public relations activity in the sports and outdoor arena.
Author:
Publish date:

NEW YORK, NY (September 26, 2018) — The Woolmark Company, the global authority on wool, has hired Backbone Media to manage its U.S. public relations activity in the sports and outdoor arena.

The Woolmark Company is a subsidiary of Australian Wool Innovation, a not-for-profit enterprise that conducts research, development and marketing along the worldwide supply chain for Australian wool on behalf of about 60,000 woolgrowers that help fund the company. As the original performance fiber, wool is 100 percent natural, renewable and biodegradable.

Recent innovations with Merino wool in the sportswear category are contributing to significant growth across activewear including base- and outer-layers, footwear, insulated products for hiking, skiing and climbing as well as new innovations in wearable technology. In contrast to synthetics, wool is an active fiber that reacts to changes in the body’s temperature, keeping the wearer comfortable. Australian Merino wool can be found in products by Black Diamond, Tracksmith, adidas and many other performance brands.

“As respected experts in the sports and outdoor space, Backbone Media is the perfect partner to help us further penetrate this market and boost Merino wool’s prominence in the sportswear industry,” said Michelle A. Lee, Head of Americas, The Woolmark Company.

The Woolmark Company’s latest global campaign, Live & Breathe, reminds a new generation how Merino wool’s naturally inherent qualities – including breathability, odor control and moisture management – make it the original performance fiber. Watch the video here.

“Wool has come a long way from the days of heavy sweaters and traditional base-layers. Australian Merino wool is the key ingredient for some of the most high-performance, comfortable and technical apparel on the market today,” said Backbone Media partner Ian Anderson. “We’re excited to partner with a brand that is continually innovating and challenging people’s perceptions of performance wear.”

About The Woolmark Company

The Woolmark Company is the global authority on wool. Through our extensive network of relationships spanning the international textile and fashion industries, we highlight Australian wool’s position as the ultimate natural fiber and premier ingredient in luxury apparel. The Woolmark logo is one of the world’s most recognized and respected brands, providing assurance of the highest quality, and representing pioneering excellence and innovation from farm through to finished product. Join the conversation: #liveandbreathe #woolmark Facebook: @thewoolmarkcompany Twitter: @woolmark Instagram: @thewoolmarkcompany

About Backbone Media

Backbone Media targets, engages and inspires the active lifestyle market through public relations, social media, content creation and media planning and buying. For over 20 years, Backbone has worked with leading outdoor gear, apparel, technology, food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, Colorado. www.backbonemedia.net

Related

The Woolmark Company and adidas present the Woolmark Performance Challenge

NEW YORK, NY - January 29, 2018   The Woolmark Company and leading sports brand adidas have joined forces to launch a design competition focusing on the development of innovative, forward-thinking products for the performance industry. The Woolmark Performance Challenge is a new ...read more

adidas and The Woolmark Company announce 2019 Woolmark Performance Challenge winners

Hyokyoung Lee from Institut Français de la Mode, France and Hope Kemp-Hanson from Savannah College of Art and Design, USA were announced the winners of the 2019 adidas x Woolmark Performance Challenge, presented at a special event in Munich, Germany. The Woolmark Performance ...read more

Atlantis WeatherGear Partners with Backbone Media

Atlantis WeatherGear announces that it has partnered with Backbone Media LLC of Carbondale, Colo. to manage its public relations efforts.“We are excited to work with Backbone and confident that their experience promoting outdoor apparel and expertise with product placement will ...read more

The Woolmark Company

The Woolmark Company Showcases the Latest Innovations in Wool for Performance Apparel at Outdoor Retailer

New York, NY - JAN 17, 2018   As sports and outdoor retailers across the world continue to turn to Merino wool for cutting-edge performance apparel, The Woolmark Company returns to Outdoor Retailer, showcasing the latest innovations in wool and presenting a range of educational ...read more

Swiftwick socks

Swiftwick Pairs up with Backbone Media

Brentwood, Tenn. - February 9, 2018  Tennessee-based sock company Swiftwick announced today it is teaming up with Backbone Media to drive its public relations. Founded in 2008, Swiftwick is an athlete-owned and –operated company that makes high-performance running, cycling, ...read more

REVO Appoints Backbone Media as Agency of Record

Foothill Ranch, Cali. - Performance eyewear brand, Revo, has partnered with Backbone Media to assist with its public relations efforts. Backbone will support Revo's media communications, facilitate product placement and will also integrate with the brand's content and social ...read more

5.11 TACTICAL® PARTNERS WITH THE WOOLMARK COMPANY ON NEW LINE OF PROFESSIONAL UNIFORMS FOR SUMMER 2018

Irvine, CA - January 22, 2018  Industry leader in product innovation and gear, 5.11 Tactical announced today a partnership with The Woolmark Company to create a Class A Flex-Tac® Poly/Wool Uniform Collection. The collection includes men’s and women’s short sleeve and long sleeve ...read more

MIPS AB Appoints Backbone Media to Handle Communications

May 2, 2012 (Stockholm, SWE) – MIPS AB, a leader in helmet safety technology, has hired Backbone Media to manage its public relations and communications. Backbone Media, an agency specializing in the active lifestyle marketplace, will handle media communications and promotion ...read more

SmartWool Appoints Backbone Media To Manage Public Relations

April 14, 2009 (Steamboat Springs, Colo), SmartWool Corporation, a leading outdoor performance brand offering Merino wool-based apparel, socks and accessories has retained Backbone Media of Carbondale, Colorado to handle its public relations efforts. SmartWool will partner with ...read more