Cordura brand is sending a new message Live Large. Live on the Edge. Live and Learn. Live Durable as part of its new brand positioning. The company says this builds on its durable 50-year heritage – with the new global logo, tagline, advertising and themed messaging underscoring the brand's commitment to developing varying degrees of innovative durable fibre and fabric technologies.

The brand's new Cordura. Live Durable roll-out offers a dynamic marketing approach making use of state-of-the art 360° Virtual Reality media technology and leveraging its 50th anniversary “heritage meets innovation” platform as a springboard to launch a creative new dimension of experiential connection.

"Our fully integrated Live Durable campaign will feature universal storytelling highlighting real people in durable experiences and how gear and apparel made with Cordura fabric can help enhance life's journeys," said Cindy McNaull, global brand and marketing director. "It's about giving consumers the physical and emotional invisible layer of confidence to help overcome whatever mountains - both literally and figuratively – are in front of them."

New values

“Through a 360° lens, literally in some expressions of the theme, it will follow the multi-faceted lives of real people, doing real things and living durable lives,” the company reports. “This means looking at the fluidity with which we all cross over from work to leisure and back again.”

In detail, it examines a wide and diverse spectrum of human life, whether working on the job, adventuring on the mountainside, or meeting the demands of duty on the battlefield. This includes a totally immersive 360° world devised by a leading cutting-edge VR production studio to bring action and adventure to life from every angle.

Pivotal to the whole campaign will be new ways of expanding the core message of the Cordura brand. Durability will mean more than physical strength. New values will emerge, which will aim to demonstrate how Cordura fabric enables people to get more out of life and how the protection the brand has traditionally given them can also inspire them to push themselves beyond traditional boundaries, the manufacturer explains.

Live Durable

“Live Durable is a culmination of primary and secondary research, and years of pushing durable fabrics to the edge,” the company says. The campaign will develop greater momentum through events, print and digital advertising, social media, point of purchase, a dedicated website and more. It will unveil new fabric technologies, expand partnerships, enhance customer support, and spotlight individuals from every walk of life using Cordura fabrics.

In doing so, the company says the new campaign will underscore the brand's commitment to developing innovations in durable fibre and fabric technologies designed to help consumers Live Durable.

The campaign road show will debut in the United States at OR Show Summer Market 2017. This will feature the Live Durable stunning 360° video experience – taking viewers out into the wilds to explore the open roads, backwoods trails, and encounter nature in close up virtual reality.

www.cordura.com