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.
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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.


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