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Press Releases

INVISTA’s CORDURA® Brand Unveils New Tough World Campaign

“It’s a tough world out there. Gear up for it.”

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WICHITA, Kan. – Jan. 18, 2012 – INVISTA’s CORDURA® brand touts the durability of CORDURA® brand fabric and communicates its understanding that the world’s durable people need fabrics that can handle ultra durable environments. The campaign theme, “It’s a tough world out there. Gear up for it,” aims to engage outdoor, travel and apparel customers as they adopt durable ingredients for their consumer products and provide links to request valuable CORDURA® brand selling tools.

“CORDURA® fabrics are recognized for their outstanding quality, durability, and range of versatility,” says Cindy McNaull, global brand manager for the CORDURA® brand. “The Tough World campaign aligns entirely with the emotion behind CORDURA® brand messaging and encompasses our brand’s commitment to provide users with tough gear to withstand their extreme lifestyles. We’re excited about the opportunity to provide our brand, retailer and mill customers with the marketing tools necessary to educate end-users on why they should accept no substitutes when durability counts.”

To get to the heart of the durability that is required for tough experiences, the campaign brings to life out-of-the-ordinary situations in extreme environments. Integrated, global communications will target the outdoor and travel segments through print and interactive media—driving traffic to, where interested customers can request CORDURA® brand marketing support.

INVISTA will officially debut the new campaign at the CORDURA® brand booth (39217) during the Outdoor Retailer Winter Market, Jan. 19-22, in Salt Lake City, Utah. Bringing together outdoor enthusiasts, outdoor brands, manufacturers and retailers, the Outdoor Retailer tradeshow is full of durable people who are ready to experience a tough world.

About CORDURA® brand
INVISTA’s CORDURA® brand essence celebrates individual durability: As Long As The World Is Full Of Durable People, We’ll Keep Making Durable FabricsTM. Known for its resistance to abrasions, tears and scuffs, CORDURA® fabric is a primary ingredient in many of the world’s leading high-performance gear and apparel products ranging from luggage, upholstery and backpacks to footwear, military equipment, tactical wear, workwear and performance apparel. The CORDURA® brand is a registered trademark of INVISTA, one of the world’s largest integrated polymer, intermediates and fibers businesses. To distinguish the CORDURA® brand, the word “CORDURA®” must be spelled out in all caps, used with an ®, and followed by the word “brand” or “fabric.”

To learn more about INVISTA’s CORDURA® brand, end-use products, and marketing tools please visit and follow us on Facebook,, Twitter,, and YouTube,

(more) CORDURA® brand Unveils New Tough World Campaign – 2

INVISTA is one of the world’s largest integrated producers of polymers and fibers, primarily for nylon, spandex and polyester applications. With a business presence in over 20 countries, INVISTA’s global businesses deliver exceptional value for their customers through technology innovations, market insights and a powerful portfolio of global trademarks including: ADI-PURE®, ANTRON®, AVORA®, C12TM, COMFOREL®, COOLMAX®, CORDURA®, CORFREE®, DACRON®, DBE®, DYTEK®, FRESHFX®, LYCRA®, PERFORMATM, POLARGUARD®, POLYSHIELD®, POLYCLEAR®, SOLARMAX®, STAINMASTER®, SUPPLEX®, SUPRIVATM, TACTEL®, TACTESSE®, TERATE®, TERATHANE® and THERMOLITE®. For more information, visit

About Howard, Merrell & Partners
Founded 65 years ago in Raleigh, N.C., Howard, Merrell & Partners Inc., is a pioneer in understanding and applying the power of human emotion to develop engaging business and communications strategies. Agency services include branding, creative development and production, consumer insight research, event planning and management, interactive, Hispanic marketing, media asset management, public relations, and social media.

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