Sports Science Corp., which operates the CW-X performance apparel brand,
announced details of an expanded advertising push including many interactive elements. CW-X print advertising will be
seen in Inside Triathlon, Runners World, Shape, Triathlete, and Womens
Health, among others, along with Ski, Skiing and SnoWorld next winter season.
This will result in a 6.25% increase in estimated impressions, to 68
million from 64 million in 2008.
On the
interactive front, CW-X said it created an amusing rich media video banner on
runnersworld.com to educate consumers about its warm weather Ventilator tight.
The challenge was how to convince runners to ditch their shorts for the support,
wicking, comfort and sun protection that ventilated tights provide. The
creative shows a man running in front of the sun while interacting with another
runner who bursts into flames, a snowman that does not, penguins, a cheerleader
and a weatherman, depending on where visitors click.
A
corresponding ad for the companys Ultra Support Bra will run on both the
Runners World and WomensHealth.com Web sites. It begins with the words “Your
Breasts Want to be Free” bouncing up and down in the vertical banner, and
follows this up with “Tell them NO.” The ad then displays an image of the new
Ultra Support Bra and highlights the Targeted Support Web and its nine points
of adjustability. Clicking on it takes consumers to the newly revamped CW-X.com
Web site.
“The
current recession requires us to be even more creative and nimble. We continue
to invest in the brand, which we consider still in start-up mode, and staying
focused by supporting sales through specialty stores,” said John L.A. Wilson,
president and chief operating officer of WSSC. “In times of stress, financial
or otherwise, studies show the need for exercise and participation in outdoor
activities is greater than ever.”
The Web
and print campaigns were developed by Walrus, Wacoal Sports Science Corp.s
agency of record (walrusnyc.com).
In
addition to launching these two new Web marketing efforts, the company has
upgraded its Web site and is maintaining a strong Google search word ad
campaign. They have also forged sponsorships with U.S. Telemark, USA Mountain
Running, the Canadian Ski Team, and USA Luge.
“The
outdoor category has held up well in previous downturns because instead of
going on expensive vacations, many people choose to go on local adventures to
run, hike and bike, said
Wacoal
Sports Science has been issued numerous patents for CW-X technology 11 in the
CW-X has been extensively tested and proven in competition by Olympics
medalists, cyclists in the Tour de France, and climbers on two separate and
successful
