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THE FIBRE FOR EVERY SPORT: DRYARN® PRESENTS ITS NEW AD CAMPAIGN

12/11/2024

From the 2024-2025 season Dryarn®, the Aquafil brand that for 25 years has been a leader in the world of sportswear, is launching a new ad campaign scheduled to appear in the main specialist sports publications.

Lightweight, breathable, temperature-regulating, bacteriostatic Dryarn® is the lightest microfibre in the world, the perfect ingredient for all technical garments, underwear and second layers that are designed to be competitive in terms of comfort and breathability.

In recent years the company’s website, social media channels and ad campaigns have all focused on growing a true community of athletes around Dryarn® and on raising awareness of its key sports-based mission, directly addressing enthusiasts.

In line with this strategy, Dryarn®’s new multi-subject campaign is based on the claim “The fibre for every sport”, emphasising Dryarn®’s versatility in supporting athletes in all types of activities. While the previous campaigns aimed to talk about the fibre only through the sportswear brands that chose to use it, the new visuals now focus on the distinctive characteristics of Dryarn® – lightness, breathability and thermal insulation – with an emphasis on the most emblematic winter and summer sports.

The campaign’s creation has been entrusted to the art director Tiziana Lombardi, its planning in the main sports publications is the responsibility of Dryarn®, and the PR is managed by Maybe.

To strengthen the bond between Dryarn® and its online community, the communication strategy is completed by a Meta presence on Instagram and Facebook – including advertising campaigns and management of the social community – and the company’s You Tube channel dedicated to the brand, with original content inspired by the world of outdoor sports.

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