Invista, the world’s largest integrated fiber company, is rebranding its man-made fiber line, Lycra, to consumers with the message, “Lycra Moves You.” The company said the new slogan enhances the three benefits associated with the Lycra brand: freedom, comfort and movement.
To support the new initiative, Invista unveiled a new concise Lycra brand architecture to clearly describe the purpose of each of the five Lycra consumer brands: Lycra for comfort, freedom and movement; Lycra Beauty for control and shaping; Lycra Sport for physical activity; Lycra Xtra Life for garment durability; and Lycra Energize for wellness.
Denise Sakuma, global Lycra brand director, said the brand’s high consumer awareness is one of Invista’s most important assets. “It is essential that we keep building the Lycra brand’s consumer relevance by continuing to educate consumers on the Lycra brand difference by moving consumers emotionally, physically and creatively,” she said.
Invista is also launching “Lycra Moves Your Business,” a campaign aimed at trade intended to fast track the company’s value propositions in product, innovation and services to customers, so they can have easy access to Lycra fiber and the brand.
The new campaigns and clarified brand architecture will roll out on the trade and consumer level over the next few months, including at Miami Swim Week from July 17-22, Kingpins in New York City on July 22-23, and the Outdoor Retailer Summer Market in Salt Lake City from August 6-9.