Tom Daley dives into role as Woolmark’s new ambassador and plans knit product releases

Woolmark has today announced that Olympic diving champion and keen knitter Tom Daley is its new Merino wool ambassador – celebrating the process of “from farm to yarn”.

The new partnership will also see the launch of exclusive Woolmark-certified knit kits, including Merino wool yarns and knitting patterns, in early 2025, via Daley’s Made With Love brand.

Daley first picked up knitting needles in 2020 to take his mind off the competition during the Tokyo Olympics. His poolside knitting made headlines across the world and “so began his love affair with the wool fibre”.

Following the support he received from the knitting community, Daley founded Made With Love, a knitting and crocheting brand with “a mission to inspire the next generation of crafters”, in November 2021.

Daley said: “Knitting has formed such a huge part of my everyday life, it is what grounds me, keeps me mindful and slows me down.

“Knitting with wool is the epitome of that; the soft texture and amazing natural properties allow it to temperature regulate, making it the perfect fibre for quality garments and homewares designed to last generations.”

Woolmark stands as the global authority on wool and promotes it as the ultimate natural fibre. It also promotes the ancient craft of knitting as “an excellent form of therapy” to improve mental health and wellbeing. It notes that “the repetition is meditative and fuses function with therapy”.