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LOS ANGELES — Invista has unveiled the latest installment in the ad campaign promoting its Coolmax moisture-wicking fabric.
Wichita, Kan.-based Invista showed the six images shot by sports photographer Scott Morgan to an audience at the Standard Hotel here that included representatives from textile companies such as Brazil’s Pettenati SA and Long Beach, Calif.-based Texollini Inc., women’s activewear line Skirt Sports and German sports behemoth Adidas. Invista said the campaign, developed by Doner Advertising, had been in the works for six months during which Invista met with consumers from the U.S., Japan, Korea and other countries.
Two of the six photos featured in the campaign showcase female athletes: one hiking up a boulder and another sprinting down a dusty trail. Bruce Rowley, Invista’s global brand and communications director for apparel, said the Coolmax campaign, which launched in 1986, represents a mix of images of men and women, although there are more of the males.
“Men tend to be more in the high-performance market and that’s certainly changing,” he said.
The campaign’s images turn a blistering sun into one of the main characters, underscoring Invista’s message that Coolmax can keep the wearer comfortable in the heat. In conjunction with the new marketing push, Invista also announced a new fabric blending Coolmax with wool and another that mixes Coolmax with abrasion-resistant Cordura and Lycra.
The company said professional hiker Andrew Skurka will be its new brand ambassador to test and wear apparel and socks made with Coolmax.