website impressions Following the success in November of its first ‘Move in Merino Challenge’ on Strava, AWI subsidiary The Woolmark Company held the initiative again, in April, encouraging people to get outdoors and active… in Merino wool. But this time, there were more partners, bigger discounts up for grabs and prizes from partners to win. Especially popular with runners and cyclists, Strava has 58 million registered users worldwide. The website enables users to upload their fitness activity. They can compare their performance over time, compete with their community, and share the photos, stories and highlights of their activities. The Move in Merino Challenge ran from 1-28 April, with approximately 150,000 people joining the initiative.