11/03/2015 — auf Deutsch lesen
“Lycra moves you”
Invista, owner of the Lycra fibre brand and one of the world’s biggest, integrated manufacturers of fibres and polymers, launched its new brand strategy for the Lycra fibre just last July. The initiative encompasses brand positioning, brand architecture and the consumer message “Moves You”, all of which reflect the exciting evolution of the Lycra fibre brand.
adidas, the renowned German sporting goods maker, now attaches to its training-based Tech Range and the 3Stripes Celebration collection the Infinitex Energy label, developed specifically for the company and featuring the Lycra Xtra Life brand logo. This clearly communicates the additional benefits the Lycra fibre brings for the consumer. “adidas is committed to delivering the highest quality and therefore uses only the Lycra Xtra Life fibre for its stretch beach and swimwear,” states Sybille Baumann, Senior Product Manager Swim for adidas.
In its quest to communicate the advantages of its products to consumers, adidas has become one of the first companies in the world to ascribe to the new Lycra brand strategy. “This gives both professional and leisure swimmers a double seal of approval,” states Christine Wahle, Invista Marketing Manager Swimwear & Underwear.