Lycra's California Summer Countdown
This summer, Wilmington, Del.-based DuPont Lycra is sponsoring the “California Summer Countdown,” a weekly one-hour TV show on Fox Family Channel featuring music, movies, fashion and entertainment. The show is designed to build awareness for the company’s innovative namesake fiber.
Lycra created a segment within the show called the “Lycra Fashion Four,” highlighting trendy fashions offering the comfort, fit and freedom of movement that are hallmarks of the Lycra brand. The brand partnered with fashion lines that use its fiber, including Levi’s, Bisou Bisou, Coolwear, Puma, Esprit and Roxy, presenting models wearing the garments in natural settings around Southern California.
“We are able to speak directly to teens in their own language while demonstrating the energy, versatility and fun of fashions with a touch of Lycra fiber within a context that is relative to their lives,” says Libby Neuner, teen segment manager for Lycra.
The Lycra Fashion Four segment was presented in the format of a music video. The four models used were the Roxy Girls, who hung out at Universal Studios wearing Levis and Coolwear, in Marina Del Rey wearing Swimwear by Sears, at Santa Monica Beach next to the pier wearing Esprit, and in a cove setting in Newport Beach wearing Roxy.
“We tried to match the setting and location with the brand,” said Carrie Bunzendahl of Edge Marketing. “In each place, we tried to find a natural setting. Coolwear was more sporty, so we went to Universal Citywalk, playing carnival games. Esprit was floral, so we used the beach. Roxy is a brand of surf and sport, so we selected [Newport Beach].”
The “California Summer Countdown” will air through the end of this month. —Darryl James
