The Lycra Company has introduced a new breakthrough technology called Lycra Adaptiv fibre. The novel fibre allows garments to have a better fit for various lifestyles, movements and different body types. The accompanying new brand identity, Lycra Adaptiv, was created to communicate these new and beneficial motion attributes.
Made from a ‘revolutionary’ polymer, the patent-pending, adaptive fibre is said to have a unique chemistry that allows it to adjust to a wearer’s functional needs in a hybrid manner. When the wearer is at rest, the polymer adapts its compressive holding force to deliver the right fit, shape and control, and when the wearer is in motion, the polymer adapts its elasticity to deliver improved comfort in motion and a second-skin effect allowing the garment to stay in place better. Garments made with fabrics containing Lycra Adaptiv fibre are also said to be durable and easier to put on and take off.
The Lycra Company has conducted internal studies to assess wear performance by comparing fabrics and garments containing Lycra Adaptiv fibre versus the same fabrics and garments containing only generic spandex. The company says that results show several advantages in using Lycra Adaptiv fibre including comfort-in-motion and second skin performance accompanied by shape retention and greater freedom of movement
The Lycra Company worked with DIP agency to develop a new Lycra sub-brand identity that communicates the “adaptive” nature of this new fibre. The global agency FCB was selected to develop the campaign ‘Lycra Adaptiv fibre Adapts to your world’. The campaign leverages computer-generated graphics to promote the adaptive nature of the ground-breaking spandex (elastane) fibre innovation, Lycra says.