During the recently closed edition of Pitti Uomo The Woolmark Company has announced that football player and world champion Alessandro Del Piero will become the new ambassador for the "Merino Wool. No Finer Feeling" global fiber advocacy campaign. The announcement was made at the 86th edition of Pitti Immagine Uomo in Florence.

For the "Merino Wool. No Finer Feeling" campaign Del Piero will be photographed by the world-renowned Italian photographer Oliviero Toscani. After the photo shoot in July, during which Alessandro will wear wool looks from important fashion brands, the campaign will be made public in autumn 2014.

“The Woolmark Company collaborates with leading names in the global fashion and media industry to position Merino wool as a natural, luxury fiber,” explained Fabrizio Servente, Global Strategy Advisor of The Woolmark Company. “The Woolmark Company has chosen the high-level athlete for a global collaboration to highlight the versatility of Merino wool and affirm its position in the sportswear industry as a high-performance fiber. Launched in December 2010 with Alessandro Benetton and Margherita Missoni, the ‘Merino Wool. No Finer Feeling campaign is showing a new, younger generation of discerning consumers that Merino wool delivers a better experience than synthetic. It establishes Merino as the fiber of choice for fine, contemporary fashion, and creates an expectation of the luxurious tactile experience of wearing Merino wool, sourced in Australia from the world-famous Merino sheep breed.”

Rob Langtry, The Woolmark Company’s Global Chief Strategy and Marketing Officer, commented: “The Woolmark Company, owned by Australia’s 28,000 woolgrowers, and one of the world’s most recognized quality brands, has been producing most of the world’s finest merino wool for over 200 years. Educating consumers about the versatility of our fiber and its use in fine fashion, high-tech sports and casual wear is challenging. Mr Del Piero’s natural talent and familiarity with Australia (editor’s note: he plays for Sydney Football team) will help up bridge the gap in consumers knowledge and demonstrate what happens when the world’s best natural talent meets the world’s finest natural fiber.”