LYCRA has announced the launch of its photography competition to promote the legfie. The competition will be held until February 8 in France, Germany, Italy, Poland, Spain and the UK. To join in, participants must upload a legfie to the LYCRA fibre Facebook page that shows their interpretation of the LYCRA brand: Freedom, Movement and Comfort. Photos that get more than 15 votes, or likes, will go to the next round of the competition, where a jury made up of three fashion industry professionals will choose the winners from each country, for a chance to win a week-long trip to Australia or a luxury weekend in Ibiza. The competition coincides with the launch of the brand’s new positioning strategy, LYCRA MOVES YOU, an evolution of the LYCRA fibre brand that brings to life the three key consumer benefits associated with the LYCRA fibre brand: Freedom, Movement and Comfort. A concise brand architecture with four supporting consumer LYCRA brands that communicate additional benefits includes LYCRA BEAUTY for control/shaping benefits, LYCRA SPORT for physical/sport benefits, LYCRA XTRA LIFE for durability benefits and LYCRA ENERGIZE wellbeing/ wellness benefits.

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