- LYCRA® XTRA LIFE™ and Hammock sponsored the grand opening night party where over 50 exhibitors previewed looks from their 2016 collections, getting the week off to a fast, spectacular start (link).
- We unveiled the LYCRA® CHALLENGE at the same event – a video journey featuring professional surfer Anastasia Ashley that exploits the growing power of social media to introduce younger consumers to the styling and performance and benefits of quality swimwear (link).
- Industry innovation was encouraged by challenging aspiring designers to create one-off swimwear concepts from ten yards of fabric enhanced with LYCRA® XTRA-LITE™ fiber – and rewarded the winners (link).
- We partnered with Columbian fabric producer Protela to stage a colorful fashion show of leading Columbian swimwear brands, and later in the week sponsored mini-fashion shows with Brazilian brand LYBETHRAS and local Florida swimwear favorite Lila Nicole (link).
Wherever you looked, the LYCRA® brand was adding to the buzz of Swim Week and fulfilling our commitment to be there, got noticed, and open the door to business opportunity.