The Woolmark Company has hired Backbone Media to manage the company’s 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.

“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.”