Impressions - April 2015 - 10

Soffe Launches Total Rebrand
Soffe's spring 2015 line includes
new shorts, capris and tank tops.

Soffe, Fayetteville, N.C., has launched a
new marketing campaign and rebranding
effort focused on the power of "we" in the
young women's ﬁtness market.
The new "Strength Is In Us" campaign was
designed based on the results of a September 2014 poll of 1,000 young women, which
found that more than half of the respondents
were not motivated to exercise by most athletic apparel brands' advertising campaigns.
Results showed that accomplishing something alone does not motivate young women,
nor does exercising alone, with 81% reporting
that they are more motivated to exercise with
friends or on a team, 92% saying they believe
they are more powerful as a group and 91%
saying they want to be part of something bigger than themselves.

Soffe is changing to reﬂect this truth, from
product development to how the brand speaks
to young women and helps bring them together. "We looked at our brand historically and
this cultural trend among women," says Paul
Anderson, marketing director, Soffe. "We really saw an opportunity to reconnect with our
core customer and propel the brand forward by
bringing something different to the table."
In line with the new campaign, Soffe also
is leading activities to bring young women together online and in person, from anti-bullying
efforts to working to ban the #selﬁe and replace it with #notselﬁe, to events.
Reﬂective of the brand's new insight into
young women, Soffe's spring 2015 line will feature more sophisticated looks with top-quality
fabric and technology at an affordable price,
according to the company. The line includes
new shorts, capris and tank tops with SoffeDri
moisture-wicking fabrications, and will feature
new silhouettes, patterns and ruched detail.
"The 'Strength Is In Us' is much more than
an advertising campaign," Anderson says. "Unlike any other brand, we're helping to connect
young women with each other in authentic
ways so they can be a part of something bigger
than themselves."
For more information, visit soffe.com. - L.M.

Performance Meets Technology
Covalent Activewear's ladies' Rain Dancer
hooded jacket (style 5065) is made using a proprietary fabric that repels light rain and has an
antimicrobial ﬁnish that inhibits odor-causing
bacteria growth.
Water droplets will not soak into the fabric;
instead, they bead and shed off the garment's
surface, keeping the wearer dry and warm. The
jacket fabric also is soft and supple, thanks to
the polyester and spandex content. The result
is a smooth fabric with the ideal amount of
stretch for maximum comfort during activities,
according to the company.
Other features include YKK zippers and a
hood with bungee drawstrings that are secured
with cord locks. It also features a ponytail port

Impressions | April/May 2015

The ladies' Rain
Dancer jacket from Covalent Activewear combines
performance qualities
with technology details.

that will allow the wearer to pull her ponytail
through when the hood
is worn. The jacket also features a loop on the inside of the collar that enables headphones to be
routed and kept in place.
For more information, please visit
covalentactivewear.com. - M.D.

| Hirsch Intl., Hauppauge, N.Y.,
now offers Pulse Font Creator, which lets users digitize
a customer-supplied font or
create a custom embroidery
font for a specialized application. The digitizing tool comes
in Pulse's Maestro level. It's
also available as an option in
the three lower levels: Composer, Creator and Illustrator
Extreme. With Font Creator,
users can create any type of
embroidery font, including satin or run stitches, complex ﬁll,
monograms and two-color. It
allows users to add kerning to
any two-letter combination to
guarantee the proper distance
between letters and ensures
that sewn-out lettering is aesthetically pleasing, according
to the company.
| Madeira USA, Laconia, N.H.,
recently announced that it
will partner with Ryonet Corp.,
Vancouver, Wash., in a new
membership program. Called
Ryonet Plus Membership, the
program provides Ryonet customers with savings that range
from special product pricing to
reductions in shipping. In addition, Ryonet chooses preferred
suppliers in order to offer their
members additional perks. "We
were ﬂattered to be chosen as
the sole embroidery supplier to
keep up with the embroidery
demands of Ryonet's customer
base of screen printers," says
Shirley Clark, president of Madeira USA. "While we know
that embroiderers often add
DTG or other desktop printing
capabilities to their shops, we
also are aware of the interest
on the screen printing side to
add embroidery."
| Tag on This, Pluckemin, N.J.,
offers a stamp-printing machine. Featuring patent-pending technology, the machine
can print on surfaces ranging
from plastics and metals to ceramics and edibles. Designed
for home or ofﬁce use, it is
ideal for creating imaginative,
personalized gifts, according
to the company.
impressionsmag.com

http://www.soffe.com http://www.covalentactivewear.com http://www.impressionsmag.com

Impressions - April 2015

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