SBD/January 8, 2014/Marketing and Sponsorship
Recycled Fabric Brand Repreve Returning As Sponsor Of Winter X Games
Published January 8, 2014
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Repreve's campaign is designed to raise awareness of recycling and its fabric
Recycled fabric brand Repreve will return as a sponsor of ESPN's Winter X Games. The brand, a division of textile manufacturer Unifi, signed its first sports sponsorship last year for the Winter X Games. Unifi President Roger Berrier said last year’s deal helped the brand add new customers such as Volcom and Quiksilver, which is why the company decided to sponsor Winter X a second time. Berrier said, “We threw a rock (last year) and created a ripple. We want to keep building on that." The company renewed its endorsement deal with snowboarder Elena Hight to support its sponsorship. She will be featured in a 30-second ad that runs during the X Games. She also will wear a lime green Volcom jacket made from Repreve fabric during the women’s snowboard superpipe competition. The brand plans to give spectators lime green Repreve beanies made from six plastic bottles, and Berrier hopes the sight of people in lime green beanies alongside the superpipe is “overwhelming on TV.” ESPN is expected to talk about Repreve during the broadcast and promote the brand’s social media campaign: #TurnItGreen. The campaign is designed to raise awareness of recycling and Repreve fabric.