Invista to launch ‘Embrace the Elements’ campaign

Invista will launch a new “Embrace the Elements” marketing campaign for its Coolmax and Thermolite fiber brands in early 2016. The fibers are used within both the Wichita, Kan.-based company’s apparel and non-apparel segments.

“The campaign centers on the notion of welcoming surroundings, without fighting the elements, whether it is the heat of the gym or the cold of the outdoors,” according to a company press release, and will feature new logos, hangtags, websites and simplified brand architecture. Trade ads will include links to revamped business-to-business websites for both brands, providing product information and technology stories.

To complement the new brand campaign, Invista will launch the new Thermolite Infrared Technology under the Thermolite Pro brand in the first half of 2016. The company says these fabrics are engineered to warm through exposure to the sunlight.