Merino on the Move: Global Sports Brands Turn to Australian Wool
From the cold slopes of Scandinavia to the bright lights of New York, Merino wool is showing the world just how well it performs.
Through new collaborations with global brands like Ciele Athletics, Mizuno, The North Face, Under Armour and Venus Williams’ LUAR, Woolmark is helping put Australian wool at the heart of international sport and fashion.
For growers these collaborations are reminders that the fibre grown on Australian farms continues to lead the way — not just in luxury fashion, but now in the fast-moving world of high-performance apparel.
Canadian running brand Ciele Athletics has released its first Woolmark-certified Merino collection, featuring base layers, beanies and accessories for runners and outdoor enthusiasts.
The garments were tested in Woolmark’s global laboratories to meet strict standards for quality and durability, blending Ciele’s performance design with the natural comfort and breathability that only Merino can provide.
In Japan, Mizuno has taken things to the next level, combining its own performance technology with 60% Merino wool to produce advanced base layers for Ski Team Sweden Alpine ahead of the 2026 Winter Olympics.
These elite athletes rely on wool’s warmth, breathability and odour resistance to perform at their best — a strong vote of confidence in a natural fibre trusted to deliver under pressure.
The North Face has also joined the movement, unveiling a new outdoor range crafted from premium Australian Merino wool.
Using advanced seamless knitting and recycled materials, the collection brings together function, comfort and sustainability.
It’s another example of how wool’s natural qualities are aligning with what global consumers now value most: performance, quality and responsibility.
Sportswear giant Under Armour has launched its first-ever wool performance range, the UA WOOL collection, made for runners, trail users and gym training.
The garments combine the company’s technical expertise with Merino’s natural moisture control and stretch, showing that wool can stand shoulder-to-shoulder with the most advanced synthetic fabrics.
Tested by professional athletes, it’s performance gear that feels good, lasts longer and is better for the environment.
And at the 2025 US Open, tennis icon Venus Williams took Merino to centre court. In partnership with LUAR and Woolmark, her custom Merino wool performance outfit proved that the fibre can be elegant, technical and high-performing all at once.
Designed by International Woolmark Prize finalist Raul Lopez, the collaboration blended sport, fashion and sustainability in front of a global audience.
What it means for woolgrowers
As more global companies look for sustainable alternatives, demand for quality natural fibres continues to rise.
Wool’s unique mix of performance and environmental benefits gives it a clear advantage in a market increasingly shaped by conscious consumers.
For Australian growers, that means more opportunities — and growing recognition of the fibre’s value far beyond traditional markets.
