Wilmington, DE (June 2008) - The original activewear moisture-management fabric, COOLMAX® fabric, is getting a "hot" makeover with a brand new global advertising campaign, and the introduction of innovative fabric technologies that will be introduced to the market for Spring '09.

The new campaign featuring the brand's signature tagline, "Keep Your Cool, Max Your Performance," portrays athletes biking, golfing, running and playing soccer among other sports, in clothing with COOLMAX® fabric. The campaign was developed by Doner Advertising and shot by sports photographer Scott Morgan in Los Angeles. The ads are designed to reinforce the message that COOLMAX® fabric is the ultimate performance fabric with a strong visual connection between the fabric and its ability to perform in extreme workout conditions.

"The new COOLMAX® fabric campaign bolsters our commitment to the industry and optimizes the brand's value for our customers. Our goal is to fully support our current manufacturers and invite future customers to discover how CoolMax® fabric can deliver the highest performance technology to activewear apparel and socks " said INVISTA global brand and communications director Bruce Rowley.

Recent research conducted by Strategic Insights Brand Equity, shows that 69 percent of avid runners and 69 percent of avid golfers say that a garment with COOLMAX® fabric is "much better" than a garment with another type of moisture management. For the avid runners, 57 percent of them said that COOLMAX® fabric makes running shorts or pants "much more desirable" while 64 percent indicated the original wicking fabric would make running shirts "much more desirable." For the golf group, 41 percent of avid golfers are likely to own golf shirts with COOLMAX® fabric and 55 percent of this same group indicated that COOLMAX® fabric makes golf shirts "much more desirable.


INVISTA will introduce several new COOLMAX® fabric products designed for the activewear market at upcoming events in Los Angeles and New York City. COOLMAX® fabric for wool - intended for golf sweaters - incorporates moisture management with the lightweight warmth of wool plus exceptional qualities of fast-drying, comfort and easy care. COOLMAX® XtraLife fabric is a unique blend of moisture-wicking fabric, abrasion-resistant CORDURA® fabric and shape-retaining LYCRA® fiber designed for use in performance socks.

The antimicrobial COOLMAX ® freshFX™ fabric employs a silver additive that is incorporated into the polymer rather than applied topically. This product delivers breathable garments that stay cool and dry with the additional benefit of keeping clothes odor-free and cleaner longer.

COOLMAX® fabric continues to be available in three levels of moisture-management - Everyday, Active and Extreme Performance- that are suitable for a wide variety of end uses. Top brands such as adidas, CWX, TravelSmith, Oxford Golf, Skirt Sports and Fairway Green feature COOLMAX® fabric in their garments while performance sock manufacturers such as DeFeet, Injinji, Thorlo and Powersox use the technology.

The new ad campaign and activewear products will launch in Los Angeles and New York City on June 18th and June 24th, respectively.

As another component of the brand's fresh look, the web site is undergoing a redesign in time for the August Outdoor Retailer Show; it will incorporate the new photography from the campaign and emphasize the fabric's end uses. Please visit www.COOLMAX.INVISTA.COM.

COOLMAX® fabric is the original wicking performance fabric that helps move moisture away from the skin and keeps the wearer cool and comfortably dry all day long. The fabric offers permanent and effective cooling power at a professional grade because it isn't added to the fabric as compared to competitive products that use finishes and washes.

(302) 683-3013
Nina Servino

The Bromley Group
(212) 696-1100
Michele Silver x20



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