1. Lycra Making Moves to Bring Back Spandex by Howard Davidson, Arlington, MA Slide By :- Howard Davidson Arlington MA

2. Lycra attempts to bring spandex into the 21st century with new Lycra Moves campaign. Slide By :- Howard Davidson Arlington MA

3. Lycra is showing staunch opposition to fading quietly away into the night like slap bracelets, pogs, and other fads of yesteryear. Instead, everyones favorite stretchy fabric that doesnt breathe at all is back and, assuredly, better than ever. Slide By :- Howard Davidson Arlington MA

4. I will admit that the campaigns TV spot is quite effective. The Lycra Moves ad shows people dancing their way through everyday activities, as their clothing stretches out and trails behind them. This is both a clever play on Lycras flexibility as a fabric, and an impressive aesthetic accomplishment. Slide By :- Howard Davidson Arlington MA

5. On the other hand, I have never understood what the difference is between Lycra and other spandex (Is there a difference?), and this campaign doesnt change that. Furthermore, I cant help but think about how the unfortunate souls in the video are likely imprisoned in a skin-tight layer of their own sweat. Do I really need to see women dancing in fabric that doesnt breathe? I dont think so. Slide By :- Howard Davidson Arlington MA

6. SapientNITO cranked out this campaign which also includes an interactive website. Scroll just a couple screens to the right on that site, and youll see an image of a man dressed head-to-toe in obnoxiously neon spandex that looks like it was pulled straight out of a trade publication from 1991. Slide By :- Howard Davidson Arlington MA

7. The company is also targeting new brands specifically at their desired markets, including Lycra Energize, which claims to support wellbeing and wellness. This sounds like the magnetic bracelet of fabrics. I bet it comes with a bonus set of healing crystals. Slide By :- Howard Davidson Arlington MA

8. With the meteoric rise in popularity of yoga pants (which do actually breathe, so Im told), I guess it makes sense for Lycra to get back into the marketplace. Im just not sure theres any demand for the product these days. Not to mention, just the idea of Lyrca gives me hives. Howard Davidson Arlington MA Slide By :- Howard Davidson Arlington MA