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Fibres/​Yarns/​Fabrics

Athleta swimwear showcases Lycra Xtra Life fibre in co-branding programme

Designed to drive sales, the programme educated staff and consumers about the unique benefits of Lycra Xtra Life fibre.

22nd June 2016

Innovation in Textiles
 |  California, US

Clothing/​Footwear, Sports/​Outdoor

The fitness apparel brand Athleta teamed up with Invista, owner of the Lycra brand and one of the largest producers of fibres and polymers, to launch its 2016 pre-season swimwear collection featuring Lycra Xtra Life fibre, this spring.

Designed to drive sales, the programme educated staff and consumers about the unique benefits of Lycra Xtra Life fibre with an integrated marketing approach.

Programme elements

Athleta garments containing Lycra Xtra Life fibre are clearly identified with branded hangtags in stores and are featured in the mail order catalogue.

In addition, a video filmed in Hawaii shows the new swimwear in action. A three-minute version trained Atheta employees about the benefits of the fibre, while a one-minute consumer version lives on the Athleta.com swim page and its Chi blog.

The hangtags, catalogue and video are all designed to clearly communicate the additional benefits of Lycra Xtra Life fibre to consumers.

Lycra Xtra Life fibre

Lycra Xtra Life fibre aims to provide the comfort, shape retention, durability and freedom of movement one expects from Lycra fibre.

It is designed to resist the fading and fibre breakage caused by chlorine, lotion and UV rays, and last up to ten times longer than traditional spandex or elastane.

www.lycra.com

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