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INVISTA’s CORDURA® Brand Unveils New Global Brand Campaign

“As long as the world is full of durable people, we’ll keep making durable fabrics™.”

WILMINGTON, DE - August 4, 2008 - Touted for more than 30 years for its legendary durability and performance, INVISTA’s CORDURA® brand further solidifies its commitment to the determination and passion of its consumers through the launch of an exciting new global advertising campaign.

The campaign imagery celebrates individual durability of adventurers who, because of their lifestyles, hobbies or jobs, benefit from fabrics that are just as durable as they are. The campaign revolves around the headline, “As long as the world is full of durable people, we’ll keep making durable fabrics™.”

“CORDURA® fabrics have long been recognized for their high quality, exceptional durability, and wide-ranging versatility,” says Cindy McNaull, global brand manager for the CORDURA® brand. “We’ve made a considerable effort to better understand the emotional connection that exists between the CORDURA® brand and its loyal users. The new campaign really aims to celebrate those consumers by highlighting some of their greatest feats.”

The essence of the CORDURA® brand is reflected in the campaign’s advertisements that showcase gritty portraits of limit-pushing situations and bring to life ruggedness, sweat, muscle and determination. Integrated global communications will be targeted toward the outdoor, luggage, military, and workwear segments through print, interactive and various other forms of media.

“There are people out there who do some crazy, extreme things.  For their jobs, or just for fun,” said Billy Barnes, creative director at Howard, Merrell & Partners, the strategic branding and advertising firm that developed the launch. “Who better to honor these individuals and the abuse they take, than the fabric brand that takes it right along with them.”

The company officially debuts the new campaign at the Outdoor Retailer Summer Market, held Friday, August 8 through Monday, August 11, 2008, in Salt Lake City. The fully developed campaign will launch during the first quarter of 2009.

The launch event will showcase a series of teaser ads, as well as a “How Durable Are You?” story contest. Show attendees are encouraged to share their personal story of durability with the CORDURA® brand team. The author of the best story will win a handheld GPS device. The grand prize winner and runners up will be announced at the CORDURA® brand party held at its booth (#38209) on Saturday, August 9, 2008, from 4 to 6 p.m. The brand launch party, which is open to the public, will feature refreshments, as well as live music by the DaFeet band.

About CORDURA® Brand

INVISTA’s CORDURA® brand essence celebrates individual durability: As Long As The World Is Full Of Durable People, We’ll Keep Making Durable Fabrics™. Known for its resistance to abrasions, tears and scuffs, CORDURA® fabric is a primary ingredient in many of the world’s leading high-performance gear and apparel products ranging from luggage, upholstery and backpacks to footwear, military equipment, tactical wear, workwear and performance apparel. The CORDURA® brand is a registered trademark of INVISTA, one of the world’s largest integrated polymer, intermediates and fibers businesses. To distinguish the CORDURA® brand, the word “CORDURA®” must be spelled out in all caps in and used with an ®, and it must be followed by the word “brand” or “fabric.”

To learn more about INVISTA’s CORDURA® brand, end-use products, and marketing tools please visit www.CORDURA.com.

About INVISTA

INVISTA is one of the world’s largest integrated producers of polymers and fibers, primarily for nylon, spandex and polyester applications, a business presence in over 20 countries, INVISTA’s global businesses deliver exceptional value for their customers through technology innovations, market insights and a powerful portfolio of global trademarks including: ADI-PURE®, ANTRON®, AVORA®, C12™, COMFOREL®, COOLMAX®, CORDURA®, CORFREE®, DACRON®, DBE®, DYTEK®, FRESHFX™, LYCRA®, PERFORMA™, POLARGUARD®, POLYSHIELD®, POLYCLEAR®, SOLARMAX®, STAINMASTER®, SUPPLEX®, SUPRIVA®, TACTEL®, TACTESSE®, TERATE®, TERATHANE® and THERMOLITE®. More information on INVISTA can be found at www.INVISTA.com.