As part of a three-year strategy to penetrate the global sportswear market, Australian Wool Innovation (AWI), owner of the Woolmark brand, has contracted U.S.-based sports industry veteran Stan Mavis to help grow awareness and demand for Australian Merino wool within the sports apparel sector.
“I couldnt pass up this incredible opportunity to be part of this major initiative at AWI,” said Mavis. “Australian Merino wool is an amazing natural fibre with over 10,000 years in the making. When you combine this tremendous heritage with the latest in innovation and technology, it creates a truly unique sport apparel opportunity and I am excited to be part of it.”
Mavis will be working with the Australian based AWI team and country based key account managers to arm brands developing and positioning Merino wool collections with more knowledge about this perfect natural fibre. Their first focus will be the North American sport and outdoor market.
“We aim to dispel some of the misconceptions around Australian Merino wool,” Mavis added, in apparent reference to criticism of museling, an animal husbandry practise considered humane by animal rights organizations. Many outdoor brands have shunned Australian wool because of concerns over the practice.
Woolmark’s global marketing and product development manager for sports and outdoor Lars Ulvesund said: “Stan’s unique skill set of product creation and brand building are already paying dividends for our ingredient brand. We are excited by the work which is being done by him and the sports and outdoor team at AWI.”
Mavis a co-founder of Pearl Izumi in the USA and later president of Sugoi Performance Apparel.
Australian Wool Innovation is a not-for-profit company owned by over 29,000 Australian woolgrowers. AWI invests in research, development, innovation and marketing along the global supply chain for Australian wool.
