CW-X Gets Creative With Marketing Dollars - SNEWS

CW-X Gets Creative With Marketing Dollars

Wacoal Sports Science Corp. (WSSC), the New York-based performance apparel subsidiary of $1.7 billion Wacoal Corp. (www.cw-x.com), has laid aggressive plans to put their marketing budget to work through creativity, instead of pulling back.
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New Rich Media Web Banners, Print Spending To Reach More Eyes in 2009

“Your Breasts Want to Be Free”

NEW YORK, N.Y. (May 13, 2009) – A company that makes performance apparel used by the nation's top runners, triathletes, and skiers and snowboarders, is meeting today's competitive business environment head on. Wacoal Sports Science Corp. (WSSC), the New York-based performance apparel subsidiary of $1.7 billion Wacoal Corp. (www.cw-x.com), has laid aggressive plans to put their marketing budget to work through creativity, instead of pulling back.

“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.”

CW-X print advertising will be seen in Inside Triathlon, Runner's World, Shape, Triathlete, and Women's Health, among others, along with Ski, Skiing and SnoWorld next winter season. This will result in a 6.25 percent increase in estimated impressions, to 68 million from 64 million in 2008.

On the interactive front, CW-X 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 company's Ultra Support Bra will run on both the Runner's 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 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 Wilson.

Wacoal Sports Science has been issued numerous patents for CW-X technology – 11 in the U.S., 16 in Japan and nine in Europe. 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 Mt. Everest expeditions.

Wacoal Sports Science Corp. is a wholly owned subsidiary of Japan's Wacoal Corp. (NASDAQ: WACLY), one of the world's largest manufacturers of intimate apparel. It is headquartered in New York City at 136 Madison Avenue. For more information: 212 743 9673; jwilson@cw-x.com; www.cw-x.com.

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Media Contact:

Jamie Gribbon
Blumenfeld and Assoc. PR
203 655 1600

John L.A. Wilson
Wacoal Sports Science Corp.
212 743 9662; jwilson@cw-x.com

Editor's note: For images of the campaign, contact Jamie Gribbon, Blumenfeld and Associates PR, 203 655 1600, Jamie@blumenfeldpr.com

To see a screen shot of the Ultra Support Bra ad, click here: http://pitch.pe/11555


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