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In This Issue
Cotton – Charting New Waters
Increased Capacity Helps Texas Ginners
Cotton's Agenda: Don’t Miss Those Deadlines
Greenhouse Gas Debate Continues
Don’t Mess With West Texas...Varieties
Pigweed Hits North Alabama
Air Quality Rules Help Farmers
Ginning In The West Continues To Change
Calif. Ag Summit Focuses On Key Industry Issues
What Customers Want: Today’s Consumer Won’t Accept Poor Quality
Cotton Board: Enemy Becomes Friend
Missouri’s Parker Elected Chairman Of NCC For 2011
Editor's Note: Want Some Advice? Talk To A Farmer
Industry Comments
Web Poll: ‘Combo’ Approach For Weed Control
Specialists Speaking
Cotton Ginners Marketplace: Don’t Wait Too Long To Schedule Gin Repairs
Industry News
Cotton Consultants Corner: ‘Don’t Wait Too Late’
My Turn: A Fond Farewell
TCGA SECTION
TCGA Schedule of Events
President's Report
TCGA’s ‘Ginner of the Year’
Scholarship Awards Announced
Trust Continues Profitable Trend In 2010
Incoming TCGA President
Q&A with Jim Bradford
TCGA Exhibitors and Booth Numbers
CF / TCGA Alliance
Civic Center Map (PDF)
TCGA Staff
NFL Referee To Address PCG Annual Meeting
TCGA’s New Home: Overton Hotel
TCGA Officers/Directors
What To Do In Lubbock
Georgian To Lead National Cotton Ginners
ARCHIVES

Enemy Becomes Friend

Under Armour Listens To Consumers

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Kevin Plank, President and CEO of the Baltimore-based sports apparel giant Under Armour (UA), who, for a long time, opened every road event or investor meeting with the slogan “Cotton is the Enemy,” last month announced that he now realizes that cotton is not the enemy. He might have thought so, but the consumers did not.

The old business adage, “The customer is always right,” was proven true when UA’s market researchers discovered that of the 30 t-shirts found in the drawers of average 18-year-old males, 27 were made of cotton.

Now, thanks to a collaborative effort between UA and Cotton Incorporated, UA recently announced a new line of cotton-rich performance apparel called “Charged Cotton”.

Perseverance And Innovation

Why ‘Charged Cotton’?

An official statement from Cotton Incorporated’s President & CEO, J. Berrye Worsham, explained, “Several years ago when we heard the line ‘Cotton is the Enemy,’ it didn’t make us angry. It made us more determined to design cotton products that performed better for athletic apparel users.”

The t-shirts, shorts and capris in the Charged Cotton athletic apparel line contain 95 percent cotton and 5 percent elastane, or spandex (for stretch). The decision by UA to add a cotton apparel line to its current mix of synthetic athletic apparel coincided with a series of moisture management technological innovations created by Cotton Incorporated.

“Our findings were the turning point that helped convince UA to dedicate a line of cotton athletic apparel to its offerings,” added Worsham.

A recent Cotton Incorporated survey revealed that when asked, 97 percent of consumers say that they prefer and would purchase cotton athletic apparel over synthetic athletic apparel, if it offered the same performance features.

Product Release

“This is one of the most exciting product releases in the history of Under Armour, as Charged Cotton is the ultimate marriage of innovation and performance,” added Plank.

Consisting of alternating hydrophilic (moisture absorbing) and hydrophobic (moisture repelling) cotton yarns, UA Charged Cotton actually “spreads out” a wearer’s sweat once it comes in contact with the garment, which promotes faster drying.

The apparel line should arrive in stores by March and be available at UA’s normal distribution partners, Dick’s Sporting Goods, Sports Authority, The Finish Line and Foot Locker stores.

The shirts will retail in the neighborhood of $25. To read the full news release on this announcement, log on to the Cotton Board’s Web site www.cottonboard.org under “Latest News”.

The Cotton Board, which administers the Cotton Research and Promotion Program conducted by Cotton Incorporated, contributed information for this article.

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