Runners testing out the Merino wool apparel of Tracksmith's new Thaw collection, while training in the soft and slushy conditions of Rockefeller State Park in New York.
Leading US-based running brand Tracksmith earlier this year launched Merino wool apparel that is perfect for the muddy and messy conditions of the spring thaw.
The spring thaw – it's that time just after the end of winter when the sun begins to shine, the ice begins to melt… and the trails turn to slush.
For many runners in northerly parts of the world, it can be a wet and messy time of the year, when their running gear invariably gets badly splashed with water and mud when they are out training. But the spring thaw is also a crucial time of the year for many runners who are preparing for marathons commonly held later in the spring.
Running apparel brand Tracksmith, which is based in Boston – home of the world's most prestigious marathon – partnered with AWI subsidiary The Woolmark Company in March to unveil Merino wool pieces in its Spring '22 collection and a new collection titled Thaw.
"The aim of the marketing collaboration was to drive sales of Merino wool apparel at a key time of year for purchases by this highly motivated group of runners."- AWI CEO, John Roberts
"For marathoners training through a tough winter and an unpredictable early spring, Merino wool is like a secret weapon," said Tracksmith founder, Matt Taylor.
"It's thermoregulating: keeping us warm on the coldest days and cool as things heat up. It wicks away sweat and moisture in a flash and doesn't retain any post-run odours. That means we can wear our favourite Merino layers multiple times throughout our training week without having to do a load of laundry. Merino wool is a staple of our training collections and a best-seller year-round."
Furthermore, the Merino wool pieces in the new Thaw collection are specifically designed with an innovative eco finish to enhance Merino wool's natural easy care properties and resist muddy splashes. The water and stain repellent HeiQ eco-dry finish repels water and stains, preventing dirt from bonding to the fabric. It is also PFC-free, which helps keep harmful chemicals out of the snow, ice and water.
The Thaw collection comprises a long sleeve top based on the classic style and versatile performance of Tracksmith's best-selling Harrier long sleeve tops; a single-layer beanie; and lightweight gloves. All pieces are made from machine washable fabric comprising 89% Merino wool of 17.5 micron.
"There's no better feeling when faced with a brisk morning run than pulling on a soft and cozy Merino wool layer. It's an investment that makes the challenges of training day in and day out a little easier."- Matt Taylor, Tracksmith founder
110,000+ participants5.8 million miles travelled
9.1 million website impressions
'Miles in Merino' challenge on Strava
An innovative part of the spring campaign was the hosting of a unique Strava challenge titled 'Miles in Merino'. Especially popular with runners and cyclists, Strava is an online platform that enables users to upload and share a record of their fitness activity.
Tracksmith offered the 110,287 participants that took part in the Strava challenge an exclusive 10% off any Merino wool product on Tracksmith's online store. The offer was open to athletes across the world. All participants had to do was sign up to the Miles in Merino challenge and log 10 hours of running in the four weeks up until 11 April. The challenge received more than nine million impressions on the Strava challenge page etc, with participants travelling a total of 5,785,714 miles (9,311,204 km).
Nearly 40% of participants completed the challenge and were sent a follow-up email (through which they could receive their 10% discount) that again promoted the performance benefits of Merino wool products and drove sales.
