News & Blog

New Co-Branded Marketing Program Promotes LYCRA® Fiber Benefits to Millennial Women

Oct 08, 2018

The LYCRA Company and Refinery29 teamed up to launch a co-branded global consumer marketing campaign on October 8th. The “LYCRA® Insiders” program, which has the tagline “It’s what’s inside that matters most”, highlights the inner qualities of several millennial women and shows how those same qualities are reflected in their garments made with LYCRA® fiber technologies. The campaign promotes the benefits of jeans made with LYCRA® dualFX® technology and activewear powered by LYCRA® SPORT technology.

Logo of the LYCRA® Insiders campaign in collaboration with Refinery29

Inside the Campaign

The “LYCRA® Insiders” program features custom videos and editorial content presented by fashion influencers that promotes participating brands’ apparel across Refinery29 and LYCRA® digital channels, as well as influencer-owned social media channels. Refinery29 homepage takeovers, banner ads, dedicated emails and e-newsletters will also promote key brands. All program content links to a curated shop where consumers can immediately purchase their favorite apparel. Brands that are sold in the United Kingdom and Germany will be promoted across digital channels in those market as well.

Must-Have Jeans for Fall

The first phase of the campaign focuses on the lasting performance benefits that even a small percentage of LYCRA® dualFX® technology can add to denim. By combining two different LYCRA® brand fibers into one unique innovation, jeans keep their shape all day, every day, while delivering exceptional comfort and fit. Denim brands promoting their use of LYCRA® dualFX® technology on Refinery29 include FRAME, 7 FOR ALL MANKIND, JOE’S JEANS, NYDJ and GUESS.


Leggings to Love

The second phase of the global co-branded campaign promotes activewear brands that have adopted LYCRA® SPORT technology for their collections. Influencers chosen for this campaign will show that leggings made with LYCRA® SPORT technology offer women the optimal fit and targeted support they’re looking for—Because Comfort and Performance Matter™. Thanks to LYCRA® SPORT technology’s proprietary PCE™ index, brands are able to pick the right fabric for the right end use every time, which can increase consumer satisfaction and brand loyalty. Activewear brands participating in the campaign include CALIA by Carrie Underwood and prAna®.


Unmatched Marketing Support

The LYCRA Company chose to develop this unique marketing program with Refinery29, a powerful media platform that excels in direct-to-consumer communication, because its channels reach 85% of US women ages 18-34. This enables apparel brands to engage with their target consumer in a meaningful way, amplify their reach by millions of impressions, and drive sales via Refinery29’s curated online shop.

Interested in adding value to your collections and gaining access to robust marketing programs that drive consumer purchase intent? Contact the marketing representatives listed below to learn how you can source the best performing fabrics for AO and denim today!


Want more information on the campaign and performing technologies in Denim?

North America: Rita Ratskoff

Germany: Silvia Toledo

UK: Helen Latham

Want more information on the campaign and performing technologies in Active Wear?

North America: Melissa McGlynn

Greater China: Una Yang

Europe: Gerard Illeras


LYCRA® , dualFX®  and PCE™ are trademarks of The LYCRA Company.