DuPont Protection Technologies unveiled its new DuPont Kevlar brand marketing campaign – “Dare Bigger” – along with its sponsorship of ESPN X Games through 2015. The campaign, which will begin running with the inaugural X Games this week in Austin, TX, promotes Kevlar as an advanced material synonymous with strength, durability and performance in extreme conditions.
“The DuPont Kevlar brand and Dare Bigger are a great fit for the X Games,” said Eric Johnson, ESPN executive vice-president of global multimedia sales. “The brand has long been a component in performance-based sporting equipment used by our athletes and we look forward to exploring the possibilities of this new collaboration in the years ahead.”
In addition to the ESPN sponsorship, DuPont Kevlar also is the subject of a documentary-style advertisement that premieres this spring during commercial breaks in the fourth season of the award-winning series, Horizons, which is sponsored by DuPont, on BBC World News. “The Kevlar Journey, Top to Bottom” takes the audience from space to earth and below to showcase through spectacular footage how the technology can challenge boundaries. Kevlar is seen in the design of such varied products as space suits, cell phones, high-performance sporting equipment and mining belts.
“Our potential to Dare Bigger is limited by what materials can do,” said William F. Weber, vice-president, Kevlar, DuPont Protection Technologies. “Products made with Kevlar help enable you to challenge those boundaries, much in the way an athlete or astronaut defies the limits of possibility. That is the spirit of this campaign and the promise of this brand.”
Kevlar is lightweight, extraordinarily strong and flame resistant. Best known for its use in ballistic and stab-resistant body armor, Kevlar has helped to save the lives of thousands of people around the world. The use of Kevlar has been extended to everything from fire fighter and industrial protective clothing to vehicles, fiber optic cables, mining belts, commercial aircraft, tires, whitewater canoes and other sporting goods equipment and apparel.
