The challenge for wool

The challenge for wool

Wool Extra brought to you by AWI
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Advertiser content: The Woolmark Company and leading sports brand adidas have joined forces to launch a design competition focussing on the development of innovative, forward-thinking products for the performance industry.

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Advertiser content for AWI

The Woolmark Company and leading sports brand adidas have joined forces to launch a design competition focussing on the development of innovative, forward-thinking products for the performance industry.

The Woolmark Performance Challenge is a new annual competition for tertiary students in Europe and North America.

The competition will expand globally for the 2018/19 competition which begins in September. The first round of finalists will be announced this month and progress to the next stage of the competition.

The competition provides an unrivalled opportunity for tertiary students to develop innovative new product applications within the sports and performance market, by applying the science and performance benefits of Australian Merino wool.

Performance apparel is one of the fastest growing sectors in the global textile industry.

This growth can be attributed to an emergence of new technologies, new sporting trends and a shift in peoples’ attitude towards health and fitness.

In addition, consumers are becoming more aware of the impact their purchasing decisions have on the planet and are demanding natural alternatives for their product and apparel needs.

“At adidas we are driven by a constant desire for innovation and its belief that anybody can and should be a creator,” explains adidas Senior Design Director Tillmann Studrucker.

“This unique collaboration with The Woolmark Company gives young creative students the chance to help shape the future of sport, and sports culture. I am looking forward to a lot of creative designs that are considering sustainability with material innovation ideas that blend performance and style, past and future.”

Taking advantage of the explosive growth in demand for sportswear and activewear, wool’s position as a technical fibre allows it to meet increasingly demanding consumer needs for comfort and performance.

Wool is recognised by leading sportswear brands and manufacturers for its technical benefits including resistance to odour, superb breathability and moisture management capabilities.

“This new competition is unique in that it offers the winner hands-on experience with a leading performance brand,” said AWI CEO Stuart McCullough.

“New talent is the future of our business and the industry. The Woolmark Company actively believes in education and fostering the development of the next generation of designers and change-makers.” 

Advertiser content for AWI

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