News & Blog

JoyLab™ available exclusively at Target and LYCRA® brand team up for co-branded campaign on Refinery 29

Aug 21, 2019

JoyLab™ is a woman’s activewear and athleisure line available exclusively at Target. The retailer has worked closely with LYCRA® brand and Refinery29 (R29) to develop a compelling co-branded marketing campaign to promote its new activewear set made with revolutionary LYCRA® FitSense™ technology.

New JoyLab™ activewear and athleisure line

Inside the Technology

LYCRA® FitSense™ technology uses the same polymer as LYCRA® fiber, except in a liquid form. This water-based dispersion is screen printed onto fabric made with LYCRA® fiber to provide lightweight, targeted lift and support wherever it’s needed. This innovation also delivers a comfortable, flattering fit that moves with the wearer who’s always on the go.

Campaign Elements

The campaign lives on R29, a leading fashion editorial website that makes shopping for featured fashions easy for millennial and Gen Z women. The co-branded program includes editorial, social content and high impact media published on R29 that features an influencer. R29 will also send an email blast to subscribers promoting the story and driving traffic to Target.com for easy ordering. Program content will be shared on the LYCRA® brand’s website and social media channels as well.

New JoyLab™ activewear and athleisure line

Meet the Influencer

The editorial content on R29 features René Daniella, a travel and lifestyle influencer, who gives women tips on how to make globetrotting easier. She mentions staying fitness-focused to avoid jet lag and to dress comfortably. The photos show her modeling her favorite leggings and sports bra from JoyLab featuring LYCRA® FitSense™ technology. René will also post to her +300k followers on Instagram and include an Instagram story to add to the reach of the program.

Join the Revolution!

If you’d like to transform your activewear or athleisure collection with this revolutionary technology, contact your marketing representative to learn about LYCRA® FitSense™ technology today!

LYCRA® and FitSense™ are trademarks of The LYCRA Company.

Contacts

The LYCRA Company Michelle SCHLEGEL Senior Account Manager - Intimate Apparel & Swimwear +1-302-683-3345 USA