In the world of highly competitive design and manufacturing of high performance leather-like materials, there is no substitute for the best. Majilite Corporation, a worldwide specialty supplier of high performance material for use in the commercial, consumer and industrial clients, has recently confirmed Legend, Inc. as the agency of record for one of their divisions: Nytek, a high performance synthetic leather that leads the industry in flexibility, breathability, moisture movement and design efficiency.

"We were looking for a breakthrough campaign to change the mindsets out there concerning the use of traditional materials. When it comes to the high performance shoes and clothing of today's sports activewear marketplace, there is nothing better than Nytek, and we wanted people to know about it," stated Sam Denopoulous, Executive Vice President, General Manager.

"The client responded to every suggestion we made creatively with invigorating comments and forward-thinking ideas. Nytek had been a huge success in other divisions, and now they were committed to broadening its market to the sports activewear world." Beginning with manaufacturer hang tags for every product using Nytek, the campaign quickly included a full color trade magazine campaign, entitled "Truly Revolutionary." This campaign had four teaser advertisements that preceded on successive right hand pages, a full-page, full color presentation of Nytek's unique properties as applied in hockey, running, mountain climbing, in-line skating and many other sports. The advertisements ran in Footwear News, World Sports Activewear, American Shoemaking, and World Footwear. In addition the camapign was supplemented with a direct mail piece to every petential manufacturer around the world, proclaiming the revolutionary material and asking buyers and corporation executives to "Join The Revolution."

Additional campaigns are in the works targeting specific industries of professional and collegiate hockey, hunting and gun enthusiasts, as well as running, hiking, and climbing markets. Current customers for Nytek's activewear applications include New Balance and Harley Davidson.