In the Fall of 2020, Minus33 became a Brand Partner with The Woolmark Company on the Feel Merino campaign - an ad and social media campaign to bring awareness to Merino Wool being more than just a type of wool.
The goal of this campaign is to change the way people see and think of wool, by teaching about its unique characteristics and their purpose - showcasing merino wool in all its forms, from active and athletic wear, to leisure wear. We wanted to show consumers that wool isn't always heavy and scratchy and can actually be a lightweight material that is soft to the touch. It's naturally occurring properties aid in activewear - moisture wicking, thermo-regulation, and breathability, making it a strong contender for athletic wear over some of the big name brands.
The campaign included a Strava Challenge, encouraging athletes working from home to be replace their typical "morning commute" with being active in their merino wool!