Sportscraft’s 60-year Woolmark partnership

In recognition of a successful partnership spanning 60 years, leading Australian fashion brand Sportscraft has partnered with AWI’s marketing arm The Woolmark Company to launch an autumn/winter collection of garments that highlight the timeless and natural beauty of Australian Merino wool.

Sportscraft was the first Australian company to become a Woolmark licensee back in 1964. Six decades later, both Sportscraft and The Woolmark Company continue their partnership to promote and deliver high quality wool apparel.

“Our valued partnership with Woolmark has fostered a mutual inspiration that has spanned 60 years. Even as our brand continues to evolve, and fashion naturally shifts, our relationship with Woolmark stands the test of time to create quality Australian fashion made to love for years to come,” said Elisha Hopkinson, CEO of APG & Co, which owns Sportscraft.

“To celebrate our 60-year anniversary with Woolmark, we’ve launched an extra-special Merino wool collection. This collection celebrates Woolmark's illustrious 60-year journey while honouring our very own 110-year legacy.”
- Sportscraft website

The new joint marketing campaign, titled ‘Together for 60 Years’, aims to drive sales of Sportscraft’s latest 43-piece Woolmark-certified collection made from Australian wool. From slightly oversized roll neck sweaters to cable knit cardigans, 100% Merino wool jackets for women and men, as well as a lush Melton coat, the collection has been made with a built-for-life mentality, embodying a fusion of timeless appeal and contemporary versatility.

Imagery from the latest Sportscraft marketing campaign that promotes the brand’s new collection of apparel made from Australian Merino wool.

AWI CEO John Roberts says this year’s campaign aims to emphasise the dedication of The Woolmark Company and Sportscraft in bringing the finest Australian Merino wool to market.

“We are proud to continue our long-standing partnership with Sportscraft, marking 60 years of craftsmanship connected by Australian Merino wool. Our commitment to promoting timeless quality makes this collaboration a natural choice, taking Australian Merino wool confidently into the future as a steadfast and enduring symbol of sustainability and excellence,” John said.

“The strong relationship with Sportscraft is an endorsement of not only the Woolmark certification scheme but also Australian woolgrowers, who own the Woolmark logo.”
- John Roberts, AWI CEO

This year’s joint marketing campaign builds on a successful campaign last year in which Sportscraft promoted its 2023 autumn/winter Woolmark-certified collection. That year’s campaign received 5.6 million impressions (the number of times the campaign was seen), with resultant wool sales 26% higher than the previous year.

The collection being promoted in the window of David Jones (left) and billboard advertising in Sydney's number one shopping destination for clothing, Pitt Street Mall (right).

The garments in the new 2024 autumn/winter collection are available to purchase online on the Sportscraft website, in its brick-and-mortar stores across Australia, and also in David Jones stores.

Throughout the May-July period, campaign imagery and messaging is being pushed out across Sportscraft channels including digital, social, e-newsletter and storefront. David Jones will also be promoting the campaign, including in several of its prominent store window displays across Australia.

More information: www.sportscraft.com.au

This article appeared in the June 2024 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.