MIDLAND, Mich.--(BUSINESS WIRE)--The Dow Chemical Company (NYSE: DOW) and Russell Brands, LLC are announcing a collaboration to provide advanced odor and freshness protection to apparel performance products using Dow’s patented SILVADUR™ technology. Products treated with this technology will feature the Intellifresh™ brand. The collaboration with Russell is among Dow’s first uses of the Intellifresh™ brand on performance apparel products.
“Dow research shows that more consumers are looking for products that promote a healthier lifestyle,” said Larry Ryan, business president for Dow Energy & Water Solutions. “Consumers surveyed indicated they are interested in purchasing a wide variety of products with durable protection against odor or odor-causing bacteria. The collaboration with Russell is a prime example of how Dow, with its innovative technology behind Intellifresh™, can partner with brand owners, manufacturers and retailers to fulfill consumer needs."
The Russell® COOLFORCE™ tee, powered by Intellifresh™, is the most recent performance apparel product to incorporate this invisible ingredient that provides built in freshness and odor protection. The secret to the long-lasting freshness comes from Dow’s patented SILVADUR™ technology, which neutralizes bacteria that can build up on fabric surfaces so fabrics stay fresher longer, even between washings. COOLFORCE™ tees are available in stores and online at Walmart.com/Russell.
“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,” said Rick Medlin, chief executive officer and president of Russell Brands, LLC, a subsidiary of Fruit of the Loom, Inc. “Our brand is committed to seeking the highest standards of performance in athletic apparel at an affordable price, and it’s a privilege to share this technology with all our consumers.”
Russell Brands chose the innovative COOLFORCE™ tee as its launch product due to the advanced technical nature of the SILVADUR™ technology. The COOLFORCE™ tee already includes a proprietary, chemical-free cooling technology that doesn’t degrade over time, allowing wearers to elevate their workouts by keeping them cool and dry to reach their maximum performance potential. The inclusion of the Intellifresh™ odor-protection ingredient complements these features, adding another superior benefit to the COOLFORCE™ tee.
The Intellifresh™ logo will be featured on Austin Dillon’s No. 3 Dow Chevrolet at the NASCAR Sprint Cup Series race in Talladega, Alabama on May 1, 2016. Dillon’s crew will be wearing Intellifresh™-branded COOLFORCE™ tees during the race weekend.
The COOLFORCE™ tee powered by Intellifresh™ comes in a variety of assorted colors. It contains all the desired features for added comfort and even includes a small side pocket with a zipper to accommodate needs while working out.
Dow (NYSE: DOW) combines the power of science and technology to passionately innovate what is essential to human progress. The Company is driving innovations that extract value from material, polymer, chemical and biological science to help address many of the world's most challenging problems such as the need for clean water, clean energy generation and conservation, and increasing agricultural productivity. Dow's integrated, market-driven, industry-leading portfolio of specialty chemical, advanced materials, agrosciences and plastics businesses delivers a broad range of technology-based products and solutions to customers in approximately 180 countries and in high-growth sectors such as packaging, electronics, water, coatings and agriculture. In 2015, Dow had annual sales of nearly $49 billion and employed approximately 49,500 people worldwide. The Company's more than 6,000 product families are manufactured at 179 sites in 35 countries across the globe. References to "Dow" or the "Company" mean The Dow Chemical Company and its consolidated subsidiaries unless otherwise expressly noted. More information about Dow can be found at www.dow.com.
About Russell Brands, LLC
For more than 100 years, Russell Brands has supplied America’s athletes and teams with the latest innovations to help them perform at their best and is a leading supplier of apparel and team uniforms at the high school, college and professional levels. Russell Brand’s collegiate licensed products and athletic wear are broadly distributed and marketed through department stores, sports specialty stores, retail chains and college bookstores. Russell®, available at Walmart, is the active apparel brand that connects a consumer’s product performance needs with value and comfort for life’s everyday activities.
®TM Trademark of The Dow Chemical Company (“Dow”) or an affiliated company of Dow
RUSSELL®, the R® logo, and COOLFORCE™ are trademarks owned by Russell Brands, LLC or a Russell affiliate.