Home / Knowledge / News / Textiles / COOLMAX in demand
COOLMAX in demand
Jun '09
To support the COOLMAX fabric brand in Europe, INVISTA, together with its European licensee ADVANSA, have recently commissioned a comprehensive brand tracking survey and launched an advertising campaign across Germany, France, Spain, Italy and the UK.

'Keep your Cool, Max your Performance' is the advertising tagline which is set against strong, sport focused imagery highlighting the attributes of COOLMAX fabric. Launched in Autumn/Winter 2008, the campaign will continue to run in key sportswear media, both print and online, throughout Summer 2009.

COOLMAX fabric features an advanced wicking technology that is specifically engineered with fibres that move moisture from the skin to the surface of textiles, making it an important ingredient within sportswear and activewear clothing. Providing ultimate cooling and evaporation benefits, COOLMAX fabric gives paramount performance in extreme conditions.

INVISTA, together with ADVANSA, recognises the importance of tracking consumer insights in order to benchmark its wide portfolio of powerful brands. A recent survey indicates that the COOLMAX fabric brand has a strong brand equity with consumers that take part in physical activity. European results (and UK results in brackets) show that:

• 84% (97%) of respondents associate COOLMAX fabric with the benefit 'keeps me cool' – a higher score than other fabrics tested
• 93% (94%) associate COOLMAX fabric with the words 'high quality' and 'comfortable' -, again a higher score than other fabrics tested
• 75% (66%) would favour a garment with COOLMAX fabric over an identical piece not associated to the COOLMAX fabric brand

Julien Born, Global Segment Director for Activewear, from INVISTA said, “Our goal is to provide long-term value to our customers and through our extensive brand tracking work, we are learning more about how we can improve our product offering and services. We are delighted to discover that COOLMAX fabric, like the LYCRA fibre brand, has a strong brand equity with consumers and we look forward to developing this recognition even further.”

COOLMAX fabric is a trademark of INVISTA used under licence by ADVANSA in EMEA. LYCRA fibre is a trademark of INVISTA.


Must ReadView All

Textiles | On 20th Jan 2017

TEA expects budget to upscale textile skill industry

The Tiruppur Exporters’ Association (TEA) has requested the Central...

Textiles | On 20th Jan 2017

Bangladesh could earn $60 billion in exports by 2021

Bangladesh is expected to earn over $60 billion in exports by the...

Courtesy: PIB

Textiles | On 20th Jan 2017

Govt to help Tangaliya weavers purchase looms: Irani

Government of India will facilitate Tangaliya weavers in purchase of...

Interviews View All

Neel Sawhney
One Friday

‘The share of kidswear segment in the online sector is still small in...

Dinaz Madhukar
DLF Emporio and DLF Promenade

‘Each event and promotion is planned out keeping in mind the business of...

Karel Williams
Dow Microbial Control

'Silvadur is most rapidly adopted in areas where hygiene-conscious and...

Lynda Kelly
Suominen Corporation

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

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer Prathyusha Garimella is known for blending...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

January 2017

January 2017

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


Browse Our Archives


Subscribe today and get the latest News update in your mail box.
Advanced Search