Home / Knowledge / News / Apparel/Garments / Icebreaker expands Running presence
Icebreaker expands Running presence
21
Jan '10
Icebreaker, the New Zealand company that pioneered the outdoor merino wool apparel category, is expanding its presence into the running category with the introduction of its new GT Base Layer product at the Outdoor Retailer Winter Market January 21-24, 2010 and at the ISPO trade fair February 7-10 in Munich.

In the United States, Icebreaker is now sold in 35 leading running stores and is on track to triple this penetration over the next 12 months, reports Deb Boswell, director of marketing for North America. Boswell said Icebreaker's top running accounts are experiencing more than 100% growth in sell through from FW08 to FW09.

“Our leading running retailers have identified that Icebreaker is the new story they need in apparel – not only is Icebreaker made from natural pure merino, our Baacode traceability program offers socially-committed runners with a unique and way of understanding our commitment to sustainability,” said Boswell. “Icebreaker is continuing to broaden its Run product range based on consumer insights and growing demand.”

At the winter outdoor tradeshows, Icebreaker will debut its new GT Base Layer range, which offers a natural alternative technical base layer – designed for high aerobic sports including running and a technically minded consumer. Icebreaker GT Base Layer comes in a variety of weights: ultralite, lightweight, midweight and expedition weight.

Icebreaker_GT styles feature cutting-edge fabric design technology to increase comfort, fit and performance. Special features include flatlock seams to reduce chafing, eyelet fabric for ventilation, and reflective graphics.

Icebreaker has participated in running expos at the New York City and Chicago marathons and San Francisco's “Bay to Breakers.” In October, Icebreaker ran a promotion at Paragon Sports' New York City flagship stores, offering to turn customers' synthetic (plastic) shirts into shoe bags for free, and giving them a 26.2% (the length of a marathon) discount on an Icebreaker purchase and a free pair of socks. The promotion was a resounding success, increasing brand buzz and resulting in a 60% increase on Icebreaker sales year on year.

Dave Zimmer at Fleet Feet Chicago confirms that runners are looking for more environmentally friendly options like Icebreaker natural and sustainable merino. “Runners look at the outdoors as our own natural playground. Anything we have the ability to do to help sustain that is top of mind.”

In an interview with NBC News in Chicago he said, “Polyesters have a tendency to hold onto bacteria and odor; wools don't. So you can run in that, go out to dinner in that, go on the plane while not offending the people you're sitting next to.

Icebreaker


Must ReadView All

Apparel/Garments | On 21st Sep 2017

UK fashion exports £10.7 bn in 2016; highest till now

Exports of British fashion goods rose to £10.7 billion in 2016, the...

Apparel/Garments | On 21st Sep 2017

BFC announces partnership with Chinese firm JD.com

The British Fashion Council (BFC) has forged a new partnership...

Textiles | On 21st Sep 2017

Indonesia’s textile exports may reach $15 billion by 2019

Indonesia’s textile-related exports are projected to reach $15...

Interviews View All

Manfred Mentges
Sedo Treepoint GmbH

We see a higher demand in colour management systems, as customers see big...

Cindy McNaull
Cordura

We have broad range of options in durable fabrics

Janak Dhamanwala & Sunil Dhamanwala
Jansun

Moving towards sustainability is also a social change

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Anisha Chaudhari
Threads & Shirts

Threads & Shirts is a freshly-tailored concept providing men/women a...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Sidharth Sinha
Sidharth Sinha

<b>Sidharth Sinha</b> has contributed to the successful rebirth and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

September 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
74.5%
No
12.8%
Skip
12.8%

Total Votes: 47

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.7%
No
25.5%
Skip
12.8%

Total Votes: 47

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.2%
No
6.4%
Skip
6.4%

Total Votes: 47

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
70.2%
No
10.6%
Skip
19.1%

Total Votes: 47


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search