DuPont Protection Technologies and adidas Sign Trademark License Agreement
WILMINGTON, Del., March 3, 2015 – DuPont Protection Technologies (DuPont) and adidas Group North America (adidas) today announced the signing of a multi-year trademark license agreement for the use of the DuPont™ Kevlar® and Dare Bigger™ trademarks in football cleats.
adidas recently previewed a limited edition line of cleats that incorporate DuPont™ Kevlar® fiber, and will be launching the full line later this year. adidas chose the iconic brand to reinforce the plates in the cleats because of its lightweight strength and durability. Dare Bigger™ is the new brand platform DuPont announced last year with its sponsorship of ESPN’s X Games Austin.
“The science behind this advanced material, coupled with its strength and durability, allows athletes to reach new levels of performance,” said Kathy Kowalski, global brand, marketing and communications leader, DuPont Protection Technologies. “From athletes to astronauts, law enforcement, military, first responders and industrial workers, Kevlar® enables anyone with an imagination and a job to do to Dare Bigger™.”
Best known for its use in ballistic and stab-resistant body armor, Kevlar® brand has helped to save the lives of thousands of people around the world. The use of Kevlar® has been extended to everything from fire fighter and industrial protective clothing to vehicles, fiber optic cables, mining belts, commercial aircraft and city roads. Kevlar® fiber also is used in many consumer products such as mobile phones, tires, high-performance sporting apparel and equipment. This year, DuPont is celebrating the 50th anniversary of the discovery of DuPont™ Kevlar®.
To honor the heroes who took a stand and made their voices heard, adidas unveiled the “STAND FREAK x Kevlar® Black History Month limited edition” cleat shoes on Martin Luther King Day. The cleat was showcased via social media platforms of NFL Pro Bowl players Demarco Murray, Jimmy Graham, Von Miller, Mario Williams, among others. The new cleats will be available at www.adidas.com, as well as through participating sporting goods stores and online retailers, including Eastbay, Dick’s Sporting Goods and Footlocker.
“adidas Football is always looking to balance performance and protection,” said Jeff McGillis, senior director, adidas Football. “We build the lightest cleats in the industry to make every player on the field faster. DuPont™ Kevlar® fiber optimizes both player safety and the lightweight playability of the adizero 5-Star x with Kevlar® and the Freak x with Kevlar®.”
“This partnership between adidas and DuPont is a great example of the power of the DuPont™ Kevlar® brand, and its ability to lend best in class technology to the products it touches,” said Jeff Cohen, CEO Earthbound Brands, North America licensing representative for DuPont™ Kevlar®. For additional information about licensing opportunities for DuPont™ Kevlar® visit www.earthboundbrands.com.
adidas is a global designer, developer and marketer of athletic footwear, apparel and accessories with the mission to be the leading sports brand in the world. Brand adidas is part of the adidas Group, a corporation that includes brands such as Reebok, TaylorMade and Rockport.
The adidas Group is a global leader in the sporting goods industry, offering a broad portfolio of footwear, apparel and hardware for sport and lifestyle around the core brands adidas, Reebok, TaylorMade, Rockport and Reebok-CCM Hockey. Headquartered in Herzogenaurach/Germany, the Group employs more than 50,000 people across the globe and generated sales of € 14.5 billion in 2013.
DuPont Protection Technologies is a leader in technologies and products that protect people, the environment and critical assets worldwide. For additional information, please visit DuPont Protection Technologies. For media information on the Kevlar 50th anniversary, please visit the DuPont™ Kevlar® Media Center.
DuPont (NYSE: DD) has been bringing world-class science and engineering to the global marketplace in the form of innovative products, materials, and services since 1802. The company believes that by collaborating with customers, governments, NGOs, and thought leaders we can help find solutions to such global challenges as providing enough healthy food for people everywhere, decreasing dependence on fossil fuels, and protecting life and the environment. For additional information about DuPont and its commitment to inclusive innovation, please visit http://www.dupont.com.
The DuPont Oval Logo, DuPont™ Kevlar® and Dare Bigger™ are registered trademarks or trademarks of DuPont or its affiliates.