BAD ZURZACH, Switzerland — January 20, 2014 — 2013 was a successful year for HeiQ’s cornerstone technology. Champion launched several product ranges featuring ADAPTIVE as a key innovation. And now the Swiss-based company is taking dynamic cooling textiles to the next level of performance with ADAPTIVE 4.
ADAPTIVE, HeiQ’s intelligent textile technology, transforms ordinary garments into dynamic textiles that respond to the wearer’s needs. The rate of cooling and the evaporation of perspiration changes rapidly according to body temperature. The technology complements the skin’s natural moisture transport system, helping control cooling.
HeiQ is delighted to introduce the fourth generation of ADAPTIVE, which boosts significantly enhanced dynamic cooling properties resulting in an increase of perceived comfort and performance of the wearer. This latest product generation provides a one product solution to simplify the application process – a great benefit for textile manufacturers.
The ADAPTIVE product platform is one of HeiQ’s cornerstone technologies. It has been adopted by several global brands, including Champion, New Balance, KJUS and Scott Sports. In Q1 2013, Champion successfully introduced several product ranges treated with ADAPTIVE to the market. Sales of these ranges have smashed both forecasts and previous years’ figures after just a few months.
“The development of this intelligent, high-performance collection owes its success to our close collaboration with Champion. We worked hand in hand on the technology and product development, and enjoyed an open exchange of knowledge and ideas,” says Timothy James Skedzuhn, HeiQ’s Vice President of Global Brandforce.
HeiQ also provides marketing support for ADAPTIVE in the form of innovative Video Hangtags. These high-quality hangtags feature customizable QR codes. By scanning the QR code with their smartphone, the consumer is taken directly to an emotionally compelling explanatory video. The Video Hangtags are not just a means of providing technical information – they are also designed to capture the consumer’s interest and trust, and communicate the treated garment’s added benefits. New Balance has recently launched a range of running apparel treated with ADAPTIVE dynamic cooling technology for Spring/Summer 2014. The sportswear brand has also become HeiQ’s latest Video Hangtag partner, with garments featuring jointly-developed customized hangtags. What’s more, a dedicated website has been created to inform customers of the benefits of ADAPTIVE.
HeiQ’s marketing services support its brand partners by conveying a compelling story of innovation to consumers. HeiQ is proudly maintaining and expanding its ingredient brand partnerships. This has led to steady increases in sales, improved margins and a clear differentiation for HeiQ’s brand partners at the point of sale.
At ISPO 2014, HeiQ will present New Balance running apparel with ADAPTIVE alongside its revolutionary fluorine-free DWR technology BARRIER ECO, recently adopted amongst others by The North Face, R’adys, Vaude and Jack Wolfskin. This year’s ISPO is in Munich, from January 26-29. HeiQ will be pleased to welcome visitors at booth C2 / BN01.
Posted January 21, 2014