SYDNEY, Australia (BRAIN)—Stan Mavis is transitioning out from his post as president of Serotta Sport, and has teamed with Woolmark to help grow awareness and demand for Australian Merino wool within the sports apparel sector.
"Serotta is a solid niche business and we have made progress, but Ben (Serotta) can manage everything from here on," said Mavis, who started in this position in April 2010. "I remain interested going forward but will not be in the day to day."
Mavis said he couldn't pass up this opportunity to be a part of Australian Wool Innovation—owner of the Woolmark brand—and its new initiative.
"Australian Merino wool is an amazing natural fibre with over 10,000 years in the making," Mavis said. "When you combine this tremendous heritage with the latest in innovation and technology, it creates a truly unique sport apparel opportunity and I am excited to be part of it."
Mavis will be working with the AWI team and key account managers to arm brands developing and positioning Merino wool collections with more knowledge about this natural fibre. Their first focus will be the North American sport and outdoor market.
“We aim to dispel some of the misconceptions around Australian Merino wool,” Mavis said.
Woolmark’s global marketing and product development manager for sports and outdoor Lars Ulvesund said, “Stan’s unique skill set of product creation and brand building are already paying dividends for our ingredient brand. We are excited by the work which is being done by him and the sports and outdoor team at AWI.”
Mavis was a co-founder of Pearl Izumi in the U.S. and later president of Sugoi Performance Apparel.