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Translated by
Benjamin Fitzgerald
Aug 24, 2017
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Cordura strengthens position with durable textile campaign

Translated by
Benjamin Fitzgerald
Aug 24, 2017

Cordura, the Swiss brand known for its resistant fabrics, has released a new campaign and slogan to strengthen its commitment to the development of sustainable and innovative textile and fibre technologies.

A visual from the Live Durable campaign - Cordura

"Live Large. Live on the Edge. Live and Learn" is the new brand message from the Invista-owned firm, which celebrates its fiftieth birthday this year.  

An anniversary that Cordura wants to mark by adjusting its position, reflected in the upcoming campaign dubbed, "Live Durable."  For a consistent and strong message, the brand chose to carry out its campaign via the latest digital technologies, in particular by using virtual reality at 360 degrees.

In shooting the images, the camera followed people in their everyday life; at work, on a walk or at home.

Cindy McNaull, International Brand and Marketing Director, explained this choice: "Our fully integrated Live Durable campaign includes universal stories that focus on real people and their enduring experiences, on how clothing and manufactured products With Cordura fabrics can improve life."

The campaign, already presented in the United States, will be launched at the European level during the A + A 2017 fair, held in Düsseldorf from October 17 to 20. It will be sent out via advertisements, on social networks, via Cordura outlets and accompanied by a dedicated website and events.

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