The new campaign, “EMBRACE THE HEAT” for COOLMAX® brand and “EMBRACE THE COLD” for THERMOLITE® brand, centers on the notion of welcoming your surroundings, without fighting the elements, whether that is the heat of the gym or the cold of the outdoors. The campaign includes a contemporary look and feel with new visuals, logos, hangtags, websites, and simplified brand architecture.
The new branding architecture has been streamlined with four sub-brands - COOLMAX® brand, COOLMAX® PRO brand, THERMOLITE® brand, and THERMOLITE® PRO brand. The addition of the PRO designation represents INVISTA’s advanced innovation in moisture management and warming technology.
The seminar attracted over 400 guests from fabric mills, garment makers, brands, buying office and the media, offering a communication platform for both upstream mills and downstream brands to understand the market needs and the latest fiber and technology innovations from INVISTA.
Besides the new campaign, INVISTA’s innovation such as LYCRA® HYBRID technology and COOLMAX® PRO AIR technology attracted great interest from visitors for future product development. We are excited to bring innovations to market and the opportunity to further reinforce the unique benefits of two of our most established brands!
COOLMAX® and THERMOLITE® are trademarks of INVISTA.