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Fila Body Toning System improves workout efficiency

13
Oct '10
Fila USA announces the release of the Fila Body Toning System (BTS), a collection of engineered body toning workout apparel for the women's fitness industry that shapes the body and dramatically improves workout efficiency. Following in the footsteps of successful toning footwear category, BTS apparel is designed to increase muscle exercise by as much as 50%, an extraordinary improvement in the efficiency and recovery of an existing workout.

BTS utilizes double-layered panels of INVISTA's LYCRA SPORT fabric engineered to compress active muscles, a novel design approach that represents a new era of interactive sports training and fitness apparel. The collection includes a resistance tank, short, tight capri, capri, pant and long tight. The BTS collection featuring LYCRA SPORT fabric also provides 41% more support than traditional athletic leggings made from polyester or spandex, effectively smoothing targeted areas and reducing the appearance of cellulite. Flat seaming construction allows for greater comfort and range of motion.

“Body toning apparel is a natural progression of the recent successes in the toning footwear market,” said Jon Epstein, President of Fila USA. “We are thrilled to be on the leading edge of this fitness revolution with the first marketable application of an apparel toning collection for the women's performance fitness market.”

“The Body Toning System stands to completely change the perception of the clothing that we work out in --- for both men and women,” said Freya Tamayo, Fila's Director of Design. “This women's collection is such an exciting development in the fitness industry, making exercise apparel an integral part of a woman's workout that affects her both inside and out. Fila looks forward to working with INVISTA to further refine the collection and to develop new BTS applications for many different sports.”

After extensive research, INVISTA's LYCRA SPORT fabric was selected by Fila as the ideal foundation for the Body Toning System. Based on years of performance textile research at INVISTA and its Applied Research Center, LYCRA SPORT fabric represents the active application of stretch fiber technology. It meets INVISTA's demanding fabric testing standards designed to satisfy sports activities that require a combination of light weight, muscle support, breathability and freedom of movement.

The Body Toning System was made possible and enhanced by the team at INVISTA including the R&D scientists who engineer developments in LYCRA fibers and fabrics.

According to Julien Born, global segment director for Active and Outdoor segment at INVISTA Apparel, “LYCRA SPORT fabric provides Fila with an outstanding fabric with a well-balanced level of performance that is ideal for the unique demands of the Body Toning System. We look forward to advancing our collaboration with Fila and to further develop the women's toning market.”

The Body Toning System will first deliver to Dick's Sporting Goods stores nationwide, and athletic specialty stores in early October. The debut of Fila's Body Toning System is supported by a marketing program that integrates print, in-store support, social networking initiatives, online advertising, celebrity seeding and retail promotions. This fully integrated marketing and public relations program which will begin with the launch of an interactive website as well as Facebook and Twitter campaigns.

Fila USA


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