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Follow on Google News | CORDURA(R) Brand Fabric Featured In New Adidas Originals Sneaker And BagRevitalized Superstar 80's design celebrates adidas' 60-year anniversary
By: Howard, Merrell & Partners “First and foremost, the redesigned shoe and matching bag offer the recognized durability of CORDURA® fabric,” said Susannah Rayfield, regional EMEA CORDURA® brand manager. “These newly designed products by adidas Originals are classified under the CORDURA® brand’s On The Go segment featuring products that are stylish, functional and ready for any adventure - and of course they will withstand rigorous use.” Constructed with 1000x1000 classic CORDURA® brand fabric down the tongue, the new shoe design is durable and has minimal scope for scuffs and abrasions, yet still remains lightweight. The tone-on-tone black upper shoe features a pristine white midsole. A matching drawstring bag – also made with CORDURA® fabric – makes for a premium combination. “We are excited about these On The Go accessories because they will use our recently developed hangtags and sew-in-labels, which were created to help assure consumers that they are choosing products made with genuine high performance CORDURA® fabrics that have been thoroughly tested and approved to our brand’s rigorous durability standards,” Rayfield continued. Three of Europe's leading sneaker boutiques - Patta, Sneakersnstuff and LimitEditions, representing Amsterdam, Stockholm and Barcelona respectively, along with New York's A.R.C., joined in the quest to develop the Superstar 80’s shoe. The 3WAY Consortium project celebrates adidas’ 60-year anniversary. Shoe retail leaders from around the globe were handpicked by adidas® Originals to participate in one of three groups, debuting their designs in March, May and July 2009. Each has the freedom to alter one of the classic Originals sneakers as desired. The shoes being revamped were selected because they span decades and demographics. “CORDURA® brand fabrics have been delivering durable fabric solutions to the global textiles industry for more than 30 years – from highly technical sports and outdoor clothing and equipment to super-tough workwear,” said Cindy McNaull, CORDURA® fabric global brand manager. “So it’s fitting that INVISTA’s CORDURA® brand team was called on to assist adidas Originals, another globally recognised brand, to celebrate their own legacy. About CORDURA® Brand CORDURA® brand is the registered trademark of INVISTA for durable fabrics. Known for its resistance to abrasions, tears and scuffs, CORDURA® fabric is used in a wide range of products, including luggage, backpacks, boots, military wear and performance apparel. For more information, visit http://www.CORDURA.com . About INVISTA INVISTA is one of the world’s largest integrated producers of polymers and fibers, primarily for nylon, spandex and polyester applications. With a business presence in over 20 countries, INVISTA’s global businesses deliver exceptional value for their customers through technology innovations, market insights and a powerful portfolio of global trademarks including: ADI-PURE®, ANTRON®, AVORA®, C12™, COMFOREL®, COOLMAX®, CORDURA®, CORFREE®, DACRON®, DBE®, DYTEK®, FRESHFX™, LYCRA®, PERFORMA™, POLARGUARD®, POLYSHIELD®, POLYCLEAR®, SOLARMAX®, STAINMASTER® About adidas Originals The adidas Originals collection is represented by the Trefoil – the classic three-leafed logo introduced in 1972. Representing a fusion of sport authenticity and global street style, adidas Originals extends the brand’s unique sports heritage creating an inspirational street fashion label for today’s lifestyle consumer. CORDURA® Brand Inquiries: Media Contact: INVISTA Textiles (UK) Ltd Elizabeth Romero/Nicole Curtis Ermin Street Howard, Merrell & Partners Gloucester Tel: 919-844-2714/ GL3 4HP, UK eromero@ Email: susannah.rayfield@ www.CORDURA.com # # # Raleigh, NC-based Howard, Merrell & Partners, Inc., specializes in linking business and communications strategies to yield higher levels of financial performance for its clients. Founded by Jack Howard in 1945 and later reorganized as Howard, Merrell & Partners under Mac Merrell’s leadership, the agency is a pioneer in understanding and applying the power of emotions to develop more effective business and communications strategies. Agency service offerings include brand development, creative development and production, consumer insight research, public relations, media asset services, event planning and management and strategic account management. For more information, visit www.merrellgroup.com. End
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