Posted July 25, 2017

 

WICHITA, Kan. – "Live Large. Live on the Edge. Live and Learn. Live Durable" is the strong message CORDURA® brand is sending as part of its new brand positioning.

 

This builds on the company's durable 50-year heritage – with the new global logo, tagline, advertising and themed messaging underscoring the brand's commitment to developing varying degrees of innovative durable fiber and fabric technologies – all designed to help customers Live Durable lives.

 

The brand's new CORDURA. Live Durable rollout offers a dynamic marketing approach making use of state-of-the art 360° Virtual Reality media technology and leveraging its 50th anniversary “heritage meets innovation” platform as a springboard to launch a creative new dimension of experiential connection.

 

Through a 360° lens, literally in some expressions of the theme, it will follow the multi-faceted lives of real people, doing real things and living durable lives. This means looking at the fluidity with which we all cross over from work to leisure and back again. In detail, it examines a wide and diverse spectrum of human life, whether working on the job, adventuring on the mountainside, or meeting the demands of duty on the battlefield. This includes a totally immersive 360° world devised by a leading cutting-edge VR production studio to bring action and adventure to life from every angle.

 

Pivotal to the whole campaign will be new ways of expanding the core message of the CORDURA® brand. Durability will mean more than physical strength. New values will emerge, which will demonstrate how CORDURA® fabric enables people to get more out of life and how the protection the brand has traditionally given them can also inspire them to push themselves beyond traditional boundaries.

 

"Our fully integrated Live Durable campaign will feature universal storytelling highlighting real people in durable experiences and how gear and apparel made with CORDURA® fabric can help enhance life's journeys," says Cindy McNaull, global brand and marketing director. "It's about giving consumers the physical and emotional invisible layer of confidence to help overcome whatever mountains – both literally and figuratively­ – are in front of them."

 

Live DurableTM is a culmination of primary and secondary research, and years of pushing durable fabrics to the edge. The campaign will develop ever greater momentum through events, print and digital advertising, social media, point of purchase, a dedicated website and more. It will unveil new fabric technologies, expand partnerships, enhance customer support, and spotlight individuals from every walk of life using CORDURA® fabrics to help them live their lives to the fullest.

 

In doing so, the new campaign will underscore the brand's commitment to developing innovations in durable fiber and fabric technologies designed to help consumers Live Durable.

 

Collaborations, technologies debuting at OR

 

INVISTA's CORDURA® brand is debuting a series of product collaborations and new fabric technologies – from engineered fabrics to performance naturals – that are dedicated to helping consumers Live DurableTM at Outdoor Retailer Summer Market this week.

 

As attendees step inside the booth, they will be able to experience the CORDURA® brand world for themselves, as they are transported by the brand's first-ever 360° video experience. A virtual-reality (VR) viewer will be provided to share an up-close and personal look at what it means to Live Durable with CORDURA® fabric – from the trailhead to the open road, the VR experience will take attendees on an immediate adventure.

 

A barbeque lunch event was to take place at the booth  July 26 to commemorate the launch of the Live Durable campaign and experience, as well as salute the brand's 50 durable years and partnerships along the way – including one with Carhartt®, which is creating special edition commemorative grilling aprons for the event.

 

"Over the years, we have been fortunate to work hand-in-hand with leading brands in the textile industry to break barriers and pave the way for new durable solutions," McNaull said. "These collaborations, including the longstanding partnership we have with our friends at Carhartt, truly embody our brand ethos and support not only what we strive to do, but also why we do it – which is to encourage everyone to get out there and embrace their own version of what it means to Live DurableTM, from the everyday to the extreme. The 360° video component of our campaign is a great opportunity to highlight how to live a durable lifestyle with the help of our fabrics, used in clothing and gear made by our incredible brand customers."

 

As part of its "50 for 50" anniversary tribute, the CORDURA® brand is debuting a list of exciting new product adoptions from leading brands who rely on CORDURA® fabrics:
 

• The North Face and CORDURA® brand 50th anniversary collection of retro-modern packs, paying tribute to our five-decade heritage and legendary brand partnership.
   

• Carhartt, Inc. limited edition MultiCam® CORDURA® fabric Chore Coat, celebrating the 100th anniversary of this iconic garment and our longstanding brand partnership.
   

• Cutting-edge CORDURA® Denim innovations created by CONE Mills and Kaihara.
   

• Latest gear and apparel products from Reebok, Fox Racing, Mountain Hardwear, Outdoor Research, Levi's and Goldwin, all enhanced with the hardworking reliability of CORDURA® fabrics.

 

Next generation CORDURA® fabric collections will also be introduced, combining science and technology to help overcome everyday barriers consumers face with their gear and apparel.

 

• Continuing the CORDURA® brand + Cotton Incorporated collaboration, a selection of cutting-edge woven and knit cotton blend 'Performance Natural' fabrics from Chia Her and Artistic Milliners featuring specialty moisture managing TransDRYTM and STORM COTTONTM technologies will debut at the show. These fabrics combine the tried and true, long-lasting durability of CORDURA® fiber with the natural comfort of cotton.
   

• With a focus on eco-efficient textile solutions, durable next-generation CORDURA® fabrics for footwear and apparel will make their US debut featuring high performance renewably sourced coatings and membranes based on DuPont Tate and Lyle Susterra® propanediol.
   

• A master of long-term viable and sustainable microbial control, Dow Antimicrobial introduces IntellifreshTMtechnology, which will be used in CORDURA® Denim fabric by Artistic Milliners to provide long-lasting, reliable freshness and enhance the life of the garments. IntellifreshTM is powered by SILVADURTMantimicrobial technology, which blocks odor through absorption of select odorants, helping keep denim fresh and clean between washings.
   

• Garments from NCSU College of Textile's Jacob Schindler made with Chia Her CORDURA® Combat WoolsTM, and designs from Project 20/20 Winner Bethany Martin made with ISPO Textrends award-winning CORDURA® NaturalleTM fabrics from One Chang and Yoonia will be on display in a new 'Destination Durability' section of the booth, showcasing the brand's commitment to young designers of tomorrow.
   

• Additionally, the brand is showcasing more than 170 new CORDURA. Live DurableTM  fabric innovations for outdoor, activewear, military, workwear and everyday living.

 

Source: INVISTA