INVISTA’s CORDURA® Brand Team Shows Dedication to Asia Pacific Region at 2010 ISPO China Show

Team Highlights Commitment to Growing Outdoor Retail Market

Wichita, KS - March 29, 2010 - INVISTA’s CORDURA® brand team was honored to participate in this year’s ISPO China Winter show in Beijing, China, from March 4-6. Their larger presence in this year’s show was a symbol of their dedication to the Asia Pacific region and its growing outdoor retail market.  This year’s ISPO China Winter show also reflected the growth of the outdoor market with a new record of more than 16,000 attendees – a 20 percent increase from last year.  The CORDURA® brand booth itself received several hundred visitors per day. The visitors included garment manufacturers, cut and sew mills, local outdoor brands, traders, retailers and outdoor enthusiasts from all over China!

INVISTA’s CORDURA® brand team helped kick off this year’s ISPO China show with a tea party at the CORDURA® brand booth.  INVISTA Performance Materials Global Vice President Jeff Brown spoke to more than 120 show attendees during the party itself.  Brown’s speech highlighted the company’s commitment to the Asia Pacific region as well as the history of INVISTA’s CORDURA® brand, marketing activities and sustainability initiatives.

“It was a tremendous highlight for us to have Jeff attend this year’s ISPO China Winter show to speak to show attendees,” said Stella Wang, AP regional marketing and communications specialist for the CORDURA® brand. “To truly show our dedication and commitment to the Asia Pacific region, it was imperative that we delivered this message in person.”

Following Brown’s speech, INVISTA’s CORDURA® brand hosted a red-carpet debut for the worldwide premiere of its new interactive online Durability Experience module at www.CORDURA.com.  The new Web site module allows end-users an enhanced online experience with the CORDURA® brand.  Ultramodern 3D elements such as the 360-degree view of the clothing and gear, along with pop-ups that appear with additional product details and links, truly elevated the enthusiasm of attendees and the CORDURA® brand team.

In addition to being given the chance to view the new interactive Web site module, show attendees had the chance to enter to win one of five prizes. The grand prize winner received a ‘Grand Prize Celebrity Swag Bag’ valued at US$200 while four runners-up received ‘Entourage Swag Bags’ valued at US$50 each.

“It is amazing to see how much the ISPO Winter Show has grown since the initial CORDURA® brand exhibition in 2008,” said Cindy McNaull, global CORDURA® brand manager and marketing director.  “Utter excitement braced the faces of the attendees, including the CORDURA® brand team, as this year’s highly energized show flourished with local brand presence and representatives from several distinguished media outlets.” 

Following the tea party and the worldwide premiere of the Durability Experience module, INVISTA’s CORDURA® brand team members continued to host a range of activities at the CORDURA® brand booth.  Chang-Ho and HuaMao mills participated in the CORDURA® brand booth with new launches of CORDURA® fabrics targeted at the outdoor apparel segment. Both mills were pleasantly surprised with the number of enquiries and leads they received and value the relationship with the CORDURA® brand team.   

Several notable media outlets interviewed INVISTA CORDURA® brand team members such as Outdoor Exploration, www.8264.com, Outside Magazine and China National Geography.  Interview subjects ranged from INVISTA CORDURA® brand marketing activities, new fabric innovations, the recently launched CORDURA Cares(SM) sustainability program, and Asia Pacific branding initiatives. 

To further showcase INVISTA’s CORDURA® brand commitment to the growing China outdoor market, the CORDURA® brand team met with the Chinese Outdoor Retail Association (CORA) to continue to gain a better understanding of the China outdoor retail market. In addition, CORA team members provided INVISTA’s CORDURA® brand team with a tour of outdoor retail stores in the area. 

“It was wonderful to meet with INVISTA’s CORDURA® brand team during this year’s ISPO China show,” said Roger Zeng, President of CORA.  “We look forward to working with them in the future and continuing to share the renowned durability of their fabrics and the long-lasting value it seeks to add to products to leading Chinese retailers.”

For more information on INVISTA’s CORDURA® brand and to view the new interactive Durability Experience Web site module, please visit www.CORDURA.com.

About CORDURA® Brand

INVISTA’s CORDURA® brand essence celebrates individual durability: As Long As The World Is Full Of Durable People, We’ll Keep Making Durable Fabrics™. Known for its resistance to abrasions, tears and scuffs, CORDURA® fabric is a primary ingredient in many of the world’s leading high-performance gear and apparel products ranging from luggage, upholstery and backpacks to footwear, military equipment, tactical wear, workwear and performance apparel. The CORDURA® brand is a registered trademark of INVISTA, one of the world’s largest integrated polymer, intermediates and fibers businesses. To distinguish the CORDURA® brand, the word “CORDURA®” must be spelled out in all caps in and used with an ®, and it must be followed by the word “brand” or “fabric.”

To learn more about INVISTA’s CORDURA® brand, end-use products, and marketing tools please visit www.CORDURA.com. and follow us on Facebook, Twitter, and YouTube.

About INVISTA

INVISTA is one of the world’s largest integrated producers of polymers and fibers, primarily for nylon, spandex and polyester applications, 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®, SUPPLEX®, SUPRIVA®, TACTEL®, TACTESSE®, TERATE®, TERATHANE® and THERMOLITE®. More information on INVISTA can be found at www.INVISTA.com.