‘LIVE DURABLE™’. Our new way of seeing the complete circle of
life in a full 360°
‘Live large, live on the edge, live more . . . but most of
all, Live Durable™. That’s our message to the world as we make a
pivotal change in the way we present the CORDURA® brand. A
change that will be integral to everything we do from now on.
Bringing a fresh new approach that will see us looking at every
aspect of people’s lives and at every level. Seeing their whole
world in a full 3600 sweep – and where it’s touched by our core
values of durability.
Behind this is our belief that durability means more than
physical strength. It’s an all-encompassing experience that
involves people you’ll find just about anywhere in the world. On
construction sites and factory floors, on motorcycle rides and
battlefields, in the gym, on the commute to work, and in the
We recognize those people and know them very well. For the
last half century we’ve been making the fabrics that have let
them live those lives. The CORDURA® brand fabrics they’ve
trusted for protection, that they know will withstand the rough
and tumble. Letting durable people push themselves further than
they thought possible, confident that their apparel and their
gear was more than up to the challenge.
Now, we’re translating that heritage for the next generation
and expressing it in ways they will immediately relate to.
Saying to them don’t just live. Live Durable™.
A NEW SURGE OF ENERGY TO DRIVE THE
CORDURA® BRAND FORWARD
Live Durable™ will expand the core message of the CORDURA®
brand. New values will emerge – along with new fibers and new
fabrics. New ways to inspire people to push themselves beyond
traditional boundaries . . . totally confident in the protection
the brand has and will continue to give them.
To reflect all of this with maximum impact, we’ll have a
totally new look across all our communications. New global logo,
new tagline, new dedicated website, new point of sale and
advertising, and new ew themed events. All designed to reflect
what’s happening here at CORDURA® brand as we drive forward in
our continuing commitment to developing new expressions of
AN INVISIBLE, BUT VERY REAL, LAYER
Here’s how Cindy McNaull, CORDURA® global brand and marketing
director, sums up this strategy:
“Our fully integrated Live Durable™ campaign will feature
universal storytelling highlighting real people in durable
experiences and how gear and apparel made with CORDURA® fabric
can help enhance life’s journeys. It’s about giving consumers
the physical and emotional invisible layer of confidence to help
overcome whatever mountains – both literally and figuratively –
are in front of them.”
But it’s not only about consumers, because the concept
extends to the whole supply chain. From the designer, to the
mill to the product manufacturer, to the consumer and back to
the mill. And, throughout the design process, from finding
inspiration to creative development to consumer insights and
LIVE DURABLE™ WILL LIVE ON AND ON
Live Durable™ is the culmination of extensive primary and
secondary research – and our own first hand experience of
pushing durable fabrics to the edge. So we’re in this for the
It’s an idea designed to last, and will go on developing
greater momentum and greater scope in the years to come.. So
you’ll be seeing it in everything we do across all our
communications. Along the way, we’ll unveil new fabric
technologies, expand partnerships, enhance customer support, and
spotlight individuals from every walk of life using CORDURA®
fabrics to help them live their lives to the fullest.
NOW, LIVE DURABLE™ YOURSELF . . .
AND SEE CORDURA® BRING DURABILITY TO LIFE
Would you like just a taste of how we’re launching our new
strategy? Well, we’ve turned the durable life into a series of
innovative immersive experiences. 360 degree virtual scenarios
that put you right there at the centre of the action.
From the rugged drama of a rock quarry, to the exhilaration
of exploring open roads, backwoods trails, and nature at its
wildest and most challenging.
The kind of places where you’ll find our kind of people.
Durable people, who will now find themselves at the heart of
this radical new CORDURA® brand strategy.
Are you ready? OK . . . let’s
go Live Durable™