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Dryworld's 'Dryfeet' enters in competition with big brands
Mar '14
Since developing the concept for DRYWORLD in early 2010, business partners Matt Weingart and Brian McKenzie have set the bar for innovation with their first product DRYFEET.
Today, the cutting edge product continues to deliver what the name suggests and much more:
-Its slip-on design pulls on over your favorite soccer, football or rugby boots 
-Keeps athletes’ feet dry when it’s wet, warm when it’s cold
-Increased ball control
-Provides excellent compression around the whole foot
-The two local Victoria athletes turned businessmen recently brought DRYFEET to the global marketplace, and are now going to battle with their fiercest competition yet.
“With two other big brands - Nike and Adidas – entering our space, we are just as easily going to enter theirs,” says McKenzie. “As actual customers of these companies growing up we recognize their strengths and weaknesses, which gives us a tremendous advantage on them. We welcome their challenge – always.”
The Canadian Sport Institute – SPIN – conducted independent testing for DRYWORLD. With findings that impressed all involved in the project and a huge consumer base, Weingart and McKenzie jumped headfirst into the world market.
As soon as DRYFEET was validated in the SPIN lab, the duo took the product on a 26-month athlete and public trial by fire, travelling from the shores of New Zealand to the coast of Ireland and everywhere in between.
Building on the international buzz, Weingart and McKenzie created a viral video. HOW TO PUT DRYFEET ON was viewed in 110 different countries – an aggressive ad campaign titled ONE OF THESE THINGS IS NOT LIKE THE OTHER.
The campaign, referred to as paradigm shifting, reached 40 million people over a six-month period, catching the attention of Nike and Adidas, among others.
“Any time another brand of that magnitude enters the market with a competing product, it creates even more excitement around the technology we own,” says Weingart.
DRYFEET, adidas Prime Knit FS & Nike Magista
With first-mover advantage in the Performance Footgear category created by DRYWORLD – including celebrity athlete endorsements from 16 world class athletes in rugby, soccer, CFL, NFL, fitness, boxing and MMA – DRYWORLD is poised to explode globally in 2014.
“I’ve been rocking my DRYFEET all last season and the start of pre-season this year. They make me play to the best of my ability no matter the conditions,” says BC Lions fullback Rolly Lumbala. “I’ve also had the privilege of being involved in the testing of the upcoming products and they are just as revolutionary.”
Having brought this highly engineered invention successfully to market in just over 2 years, DRYFEET is just the beginning for DRYWORLD Industries. With a full line of athletic products scheduled for release in 2014, Weingart and McKenzie find themselves in the midst of a capital raise to further spur along their innovations.
“The core of DRYWORLD's innovation is just that—staying DRY,” adds Weingart. “We’ve developed a full line of groundbreaking products based around this core. While R&D is still under lock and key, athletes should know there will soon be gear available to them that will create a major shift in the development of products in the sporting goods world.”


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