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Uniqlo launches global functional innerwear brand - AIRism
22
Mar '13
UNIQLO announces the global launch of AIRism, its new brand of highly functional underwear. Under the catchphrase "comfort unlimited," UNIQLO is extending AIRism to its home market of Japan, increasing the product lineup by more than 70% and launching a major marketing campaign across the 13 markets where it currently operates stores.

AIRism is created in accordance with UNIQLO's drive to continually offer innovative clothing to transform the lives of customers around the world. With AIRism, UNIQLO will deliver "comfort unlimited, in any season for any person, anywhere."

Featuring the latest Japanese fiber technology, AIRism offers incredible comfort, winning accolades from UNIQLO customers in international markets where it debuted in 2012. The high performance fabric offers a total of eight comfort-enhancing features across men's and women's lines. They include UNIQLO's DRY and odor control functions as well as the ability to quickly absorb and release trapped moisture and stay cool to the touch.

Marking AIRism's global launch, UNIQLO plans to roll out a huge lineup of some 320 different items of great underwear this year, up from last year's lineup of 190 items. AIRism underwear is already available both online and at UNIQLO locations worldwide, with many more designs set to arrive over the coming months. This single garment will change the lives of people everywhere.

New AIRism Delivers Cool Comfort as Light as Air

AIRism succeeds UNIQLO's highly successful Silky Dry and Sarafine lines developed around the innovative concept of using ultra-fine fibers to regulate the circulation of the air trapped inside clothes. This innovation created garments that felt so light and soft to the skin that wearers forgot they were even wearing them.

AIRism builds on this legacy, delivering supremely comfortable underwear with a texture that feels both soft and smooth on the skin, is cool to the touch and features UNIQLO's DRY function to quickly absorb and dry away perspiration. With AIRism established as a global strategic brand alongside the HEATTECH innerwear line for fall and winter, UNIQLO is now able to offer year-round comfort to customers around the world.

AIRism Endorsed by Novak Djokovic and Internationally Acclaimed Ballerina Polina Semionova

AIRism has received a ringing endorsement from Novak Djokovic, the world's No. 1 men's professional tennis player and UNIQLO Global Brand Ambassador since May 2012. Mr. Djokovic, who wears AIRism for match play, praises the line's comfort and fit: "The fabric always stretches to fit my most strenuous moves. With this on, I can concentrate on my game. That was a new discovery for me." UNIQLO is sharing Mr. Djokovic's excitement about AIRism with the world through a global marketing campaign featuring TV commercials, print and online advertising, that will run in the 13 markets where UNIQLO currently has stores.


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