Merino wool proves its place in elite performance sport

China’s leading domestic sportswear groups are increasingly adopting Merino wool in categories long dominated by synthetics, signalling a shift in how natural fibres are valued in technical apparel. 

One of the clearest examples is unfolding through ANTA. Through its premium performance sub-brand, ANTA GUANJUN, the group has incorporated 100 per cent Merino wool into professional-grade sportswear – reflecting growing confidence in the fibre’s ability to perform under sustained physical stress. 

Consumer data supports the shift. According to the 2025 Wool Material Consumption Trends Insight White Paper released by Tmall Innovation Center (TMIC) and Woolmark, Merino wool apparel sales in China rose 18 per cent year-on-year in the 12 months to July 2025, with the consumer base expanding by 13 per cent. 

Wool sportswear is among the fastest-growing segments, with gross merchandise value up 58 per cent, while Merino wool sportswear products recorded 119 per cent growth over the same period. 

ANTA GUANJUN’s launch of a 100 per cent Merino wool trail running series highlights how this demand is translating into product development. The range debuted at the Hong Kong 100 Ultra Trail Race (HK100), where elite athletes competed in custom designed Merino garments across prolonged distances and challenging environmental conditions. 

In this setting, Merino wool’s natural thermoregulation, moisture management and odour resistance were tested in realworld competition – the same fibre attributes woolgrowers rely on in the paddock, now validated in one of the most demanding performance environments. 

“I have always believed that ‘professionalism stems from responding to ultimate needs’,” said Ms. Xiaofei Lin, General Manager of ANTA GUANJUN. 

“During my on-site research in Merino wool-producing areas in Australia last year as part of the Woolmark+ Fellowship, I was deeply impressed by the natural properties of Australian Merino wool – its combined features of moisture absorption, temperature regulation and anti-odour capabilities are highly aligned with our positioning of creating professional equipment for elite outdoor scenarios, which became the core driver for the rapid authorization cooperation between the two parties.” 

For a brand built around professional- grade performance, deploying Merino wool at this level represents a clear vote of confidence in the fibre’s technical capability. 

More broadly, it signals growing willingness among Chinese sportswear brands to integrate natural fibres into performance categories traditionally dominated by petrochemical synthetics. 

As these categories scale, trust and verification become critical. The TMIC– Woolmark White Paper, citing data collected in IPSOS' Woolmark 2024 Global Consumer Insights: China market report, reported Woolmark logo awareness at 88 per cent among Chinese consumers. Seventy-six per cent cite the logo as a key decision factor when choosing between similar products, while 82 per cent are willing to pay a premium for Woolmark-certified garments. 

“As performance apparel evolves, brands are looking for materials that deliver both technical reliability and consumer trust,” said Woolmark Managing Director John Roberts. 

“Certification continues to play a critical role in validating fibre quality and supporting premium positioning in highly competitive sportswear markets.” 

For Australian woolgrowers, developments like this reinforce a clear message: Merino wool is earning its place in elite performance markets on proven performance, scientific validation and consumer trust.

This article appeared in Issue 105 of AWI’s Beyond the Bale magazine that was published in March 2026. Reproduction of the article is encouraged and should be attributed as follows: This article was first published in Issue 105 of AWI’s Beyond the Bale magazine.