News & Blog

ATHLETA swimwear showcases LYCRA® XTRA LIFE™ fiber in compelling co-branding program

Jun 13, 2016

When the fitness apparel brand ATHLETA launched its 2016 pre-season swimwear collection featuring LYCRA® XTRA LIFE™ fiber in March, it teamed up with INVISTA, owner of the LYCRA® brand. Designed to drive sales, the program educated staff and consumers about the unique benefits of LYCRA® XTRA LIFE™ fiber with an integrated marketing approach.

 Elements of the program

ATHLETA garments containing LYCRA® XTRA LIFE™ fiber are clearly identified with branded hangtags in stores and are featured in the mail order catalog. In addition, a video filmed in Hawaii shows the new swimwear in action. A 3-minute version trained ATHETA employees about the benefits of the fiber, while a 1-minute consumer version lives on the ATHLETA.com swim page and its Chi blog. The hangtags, catalog and video are all designed to clearly communicate the additional benefits of LYCRA® XTRA LIFE™ fiber to consumers.

Why choose LYCRA® XTRA LIFE™ fiber?

LYCRA® XTRA LIFE™ fiber provides the comfort, shape retention and freedom of movement one expects from LYCRA® fiber, but it is even more durable. It resists the fading and fiber breakage caused by chlorine, lotion and UV rays, and lasts up to ten times longer than traditional spandex or elastane. Contact your INVISTA representative to learn more about co-branding, or the benefits of adding LYCRA® XTRA LIFE™ to your garments.