Fiber Campaign Runs Hot and Cold
Invista may be best known in the swim business as the maker of Lycra, but with its latest campaign, the fiber giant is stepping away from the pool.
Next year, Invista will kick off a new campaign for its Coolmax and Thermolite brand performance fibers.
In “Embrace the Elements,” Invista is focused on the performance properties of the two fibers. Coolmax is a moisture-management fiber that wicks moisture away from the body and Thermolite is a lightweight hollow-core insulating fiber.
The company will also introduce Thermolite Infrared Technology under the Thermolite Pro brand in next year. Fabrics made from the fiber are engineered to warm up with exposure to sunlight.
“We are excited to bring this warming technology to market. This innovation will be the first new technology to be introduced under our campaign,” said Huw Williams, Invista’s global segment leader for activewear and outdoor. “Our unique approach to fiber technology provides a new compelling benefit to consumers.”
The Embrace the Elements campaign will focus on “the notion of welcoming your surroundings, without fighting the elements, whether that is the heat of the gym or the cold of the outdoors.”
The campaign will carry through to Coolmax and Thermolite logos, hangtags and websites.
“This new campaign is driven by consumer insights gained through in-depth research starting two years ago,” said Dave Trerotola, president of Invista apparel and advanced textiles. “We saw the opportunity to further reinforce the unique benefits of two of our most established brands.”
