sportstyle

60 • May/June 2022 sportstyle • sportstylemag.com PERFORMANCE TODAY impact on the surrounding environment," states Andrea Delachi, ermore communications direc- tor. "ermore is very focused on these issues, as the company has long realized that durability and sustainability are very much intertwined." Matthew Betcher, creative director, ALLIED Feather + Down, believes the current marketplace "calls for a new narrative and a new language for functionality. Functionality, like sustainability, is now something that needs to become systemic and no longer in a long series of bullets." Easy Does It Execs emphasize that today's messaging should be told quickly and digested easily. Communication also needs to be concise and consistent, sophisti- cated yet simplified. Speed is key, say execs, who point out the virtue of video, which they say can tell a complex story in five seconds or less. eVent fabrics' focus from the start has been on "top of the mountain" athletes and nuances of performance, however, those stories are not resonating now, according to eVent fabrics presi- dent Chad Kelly. "We used to talk about numbers, like water columns, et cetera , but when you get into the numbers game, that narrows down your audience." Kelly adds, "eVent has attracted the 'techy folks' but it's really about staying dry and comfortable." Kelly says there has been a big shi in the past three months, as the firm refreshes its website to be more user-friendly and end-use oriented, which includes simplifying its messaging. "We've pulled back on the tech hierarchy approach and ushered in a use-based hierarchy, moving away from focusing on the complicated membrane process," says Kelly. "We need to weave in our tech story but it can't be so complicated." e brrr brand nomenclature and storytelling has a heavy scientific thread running through it, yet is presented in a way that is easy to understand and visually appealing. According to Mary-Cathryn Kolb, brrr president, the brand's identity is " built on a foundation of curiosity, innovative thinking, deep scientific research, trial and error as we explore ingredients and formulas, persistence even in the face of adversity and setbacks, and a relentless drive to keep pursuing better cooling technology." A Performance for All Approach Inclusivity is trending across all business sectors, and increasingly, a "performance for all" approach is resonating with the active community. Suppliers' traditional target audience, the pinnacle players – both the brands and the athletes – has given way to a broader point of view. "One way we are expanding our brand is in the area of inclusion," states Polartec's Karstad. "From the organization we are building, to the messages we promote, to the storytellers we work with, we are focused on presenting enthusiasts as the diverse group of people they are. By featuring those in front of, and behind, the camera, our recently launched campaign 'Outdoors are for Everyone' shines a light on what unites this diverse mix of people- a love of the outdoors and having fun in it. Aer all, isn't that the true performance functionality of our fabric?" ALLIED's Betcher weighs in stating, "ings like technical performance and fashion / urban lifestyle are blending fast. More and more, you see fashion houses building technical apparel and outdoor brands doing collaborations with fashion and streetwear designers." Fulfilling expectations of performance is an ex- tension of inclusivity as functionality is something everyone wants from their workout wear. Gary Schloss, CEO, GHS Holdings Inc.,distributor of HDry tech- nology in NA, explains,"By definition functionality is based around the assumption that any technology allows for product quality being suited to serve a purpose well. It needs to be able to fulfill certain expectations." Pivot, Evolve, Diversify NexTex Innovations launched in 2020 as a B2B start up and captured market attention with its TurboDry technology that is based on biomimicry and provides permanent, fast-action moisture transport drying performance. Having gained traction with brand adoptions, NexTex is now pivoting to B2C. The company is updating its website and social media to tell its wicking performance story and how it is different from what's on the market. "We have a very visual tech and 'seeing is believing,'" explains Chad Lawrence, CEO, NexTex Innovations, who references a branding term called the 3-second rule. "It is a little window to communicate with the consumer. And video can be an effective way to tell our story in five seconds or less." "It's about longevity and allowing products to last longer with a larger mission of improving the environment by reducing waste." NICK BROSNAN Global Marketing Manager, Polygiene "Consumers are continuing to demand more from their clothing, with the theme of 'buy better, buy to last' resonating across the globe. And to accomplish this, individuals are investing in functional lifewear that offers comfort, durability and versatility." PRESTON BRIN VP Global Marketing, 37.5 Technology "By definition functionality is based around the assumption that any technology allows for product quality being suited to serve a purpose well. It needs to be able to fulfill certain expectations." GARY SCHLOSS CEO, GHS Holdings Inc. "The brand's identity is built on a foundation of curiosity, innovative thinking, deep scientific research, trial and error as we explore ingredients and formulas, persistence even in the face of adversity and setbacks, and a relentless drive to keep pursuing better cooling technology." MARY-CATHRYN KOLB President, brrr

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