Home / Knowledge / News / Textiles / Cordura launches new Live Durable campaign
Cordura launches new Live Durable campaign
Jul '17
Invista’s Cordura brand has unveiled the new Live Durable campaign. Live Durable builds on the company’s durable 50-year heritage, with the new global logo, tagline, advertising, and themed messaging for the brand’s commitment to developing varying degrees of innovative durable fibre and fabric technologies, all designed to help customers.

The brand’s new Cordura. Live Durable roll-out offers a dynamic marketing approach making use of state-of-the art 360° Virtual Reality media technology and leveraging its 50th anniversary ‘heritage meets innovation’ platform as a springboard to launch a creative new dimension of experiential connection.

Pivotal to the whole campaign will be new ways of expanding the core message of the Cordura brand. Durability will mean more than physical strength. New values will emerge, which will demonstrate how Cordura fabric enables people to get more out of life and how the protection the brand has traditionally given them can also inspire them to push themselves beyond traditional boundaries.

Live Durable is a culmination of primary and secondary research, and years of pushing durable fabrics to the edge. The campaign will develop ever greater momentum through events, print and digital advertising, social media, point of purchase, a dedicated website, and more. It will unveil new fabric technologies, expand partnerships, enhance customer support, and spotlight individuals from every walk of life using Cordura fabrics to help them live their lives to the fullest.

In doing so, the new campaign will underscore the brand’s commitment to developing innovations in durable fibre and fabric technologies designed to help consumers Live Durable.

The campaign road show will debut in the United States at OR Show Summer Market 2017 at booth #39212. This will feature the Live Durable stunning 360° video experience - taking viewers out into the wilds to explore the open roads, backwoods trails, and encounter nature in close up virtual reality.

Cindy McNaull, global brand and marketing director said, “Our fully integrated Live Durable campaign will feature universal storytelling highlighting real people in durable experiences and how gear and apparel made with Cordura fabric can help enhance life's journeys. It’s about giving consumers the physical and emotional invisible layer of confidence to help overcome whatever mountains - both literally and figuratively¬ - are in front of them.” (GK)

Fibre2Fashion News Desk – India

Must ReadView All

VF Corporation to split into two independent companies

Apparel/Garments | On 14th Aug 2018

VF Corporation to split into two independent companies

VF Corporation, a global leader in branded lifestyle apparel,...

Courtesy: Good On You

Apparel/Garments | On 14th Aug 2018

Good On You in Oz adds 500 European brands to rating app

Australia-based Good On You’s brand-rating app has recently added 500 ...

Courtesy: USDA/FAS

Textiles | On 14th Aug 2018

US cotton exports in 2017-18 highest in over a decade

Cotton exports from the US in 2017-18 reached their highest level...

Interviews View All

Md Hanifur Rahman
Aman Group

The level of understanding the job role and organisational requirements...

Veronique Lee

‘Sustainable fashion is trending upwards, slowly but surely, as people...

Riddhika Shah
SS Homme

'Worsted wool is the ideal fabric for menswear'

Manuele Baggini

Comec Italia Srl is a world leader in the production of printing machines. ...

Rikesh Mistry

Jupiter Comtex Pvt Ltd, established in 1973, started its textile machinery ...

Siddhachakra Weaving (Badiya Fashion)

Ahmedabad-based Siddhachakra Weaving Pvt Ltd was established in 2011 under ...

Matthew Kolmes
Supreme Corporation

Supreme Corporation manufactures innovative specialty yarns and safety...

Prof Seokheun (Sean) Choi
Binghamton University, State University of New York (SUNY)

A team of researchers from the State University of New York (SUNY),...

Mr Ambrose Chan
DSG International (Thailand) PLC

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Priya Somaiya
Usha Social Services

The Usha Silai label from Usha International is all set for a retail...

Adriano Goldschmied
AG Jeans

The hype around 'designer jeans' was created by him. And the new wave of...

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


Leave your Comments

August 2018

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

news category

Related Categories:

Advanced Search