Lycra’s digital ambitions

Lycra producer Invista is looking to push the brand on digital, hiring a new global ad agency of record, SapientNitro. It is looking to enhance its appeal along the apparel value chain - mills, packagers, brands, retailers and consumers.Bob Kirkwood, executive vice-president of marketing at Invista said: “We want to communicate our Lycra brand positioning to the millennial generation and build a consumer following of Lycra brand ambassadors.”SapientNitro has been tasked with the responsibilities for global brand strategy, advertising, digital, social and customer experience.The global Lycra brand account will be run out of SapientNitro’s London office.The work will involve TV-led brand advertising as well as co-operative campaigns with famous garment and retailer brands and will be rolled out globally across key regions in 2014.  The campaign will also include print, digital and social activities.