FOR IMMEDIATE RELEASE.
June 20, 2000
MARBLEHEAD, MA -- "If you like leather, you'll LOVE Nytek."
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
For further information contact Bill Purdin, at (781) 631-0008,
or email him at email@example.com.