LYCRA® ADAPTIV fibers are the result of breakthrough technology by the LYCRA Company. The adaptiv fiber allows garments to fit better in various lifestyles, movements, and different body types.
The LYCRA Company worked with the DIP agency to develop a new LYCRA® sub-brand identity that communicates this new fiber’s “adaptive” nature. FCB’s global agency was selected to develop the campaign “LYCRA® ADAPTIV fiber Adapts to your world.” The campaign leverages computer-generated graphics to promote the adaptive nature of this groundbreaking spandex (elastane) fiber innovation.
Adaptiv fiber has a unique chemistry that allows it to adjust to a wearer’s functional needs in a hybrid manner.
This means that when the wearer is at rest, the polymer adapts its compressive holding force to deliver the right fit, shape, and control.
Moreover, when the wearer is in motion, the polymer adapts its elasticity to deliver improved comfort in motion and a second-skin effect allowing the garment to stay in place better. Garments made with fabrics containing LYCRA® ADAPTIV fiber fabrics are durable and easier to put on and take off.
Deana Stankowski, strategic marketing director for active, intimates, and swim at The LYCRA Company, said, “Size inclusivity is not a buzzword—it is increasingly important to today’s consumers. Every consumer’s body is unique, and they want clothes they feel were designed for them—clothes that increase their personal comfort and confidence level.
Size alone is an inadequate indication of body type and body shape. Therefore, traditionally-sized garments may not fit every consumer within that size. That is what makes LYCRA® ADAPTIV fiber so revolutionary—it allows garments made with this fiber to adapt to many body shapes within a size range.
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