The Dow Chemical Co. in Midland and national athletic apparel retailer Russell Brands are collaborating on new performance attire with built-in odor and freshness protection using a patented technology.
“Dow research shows that more consumers are looking for products that promote a healthier lifestyle,” says Larry Ryan, business president for Dow Energy & Water Solutions in Midland. “Consumers surveyed indicated they are interested in purchasing a wide variety of products with durable protection against odor or odor-causing bacteria.”
Ryan says the Russell tee is the most recent performance apparel product to incorporate an invisible ingredient called Intellifresh, which provides built-in freshness and odor protection. He says the secret to the long-lasting freshness comes from Dow’s new- patented technology, which neutralizes bacteria that can build up on fabric surfaces so fabrics stay fresher longer, even between washings.
He says the new ingredient will be integrated into the current available Russell Brands Coolforce tees that include a proprietary, chemical-free cooling technology that doesn’t degrade over time, allowing wearers to elevate their workouts by keeping them cool and dry.
“We are thrilled to announce this exciting collaboration with Dow, which will allow us to offer our consumers one of the most innovative performance elements in today’s market,” says Rick Medlin, CEO and president of Russell Brands, a subsidiary of Fruit of the Loom Inc. in Bowling Green, Ky.
Medlin says the new tees come in a variety of assorted colors. It contains features for added comfort and includes a small side pocket with a zipper to accommodate needs while working out.