Lurbel has launched a new website and a new advertising campaign around the “Free to move” concept as part of a restyling of its image. For this Spanish manufacturer of sports socks and sports underwear, these actions coincide with its 20th anniversary and the launch of its new Bmax line of sports socks. Made at its own factory in Valencia, the line uses an innovative fabric, Regenactiv, that expels sweat or retains heat depending on the fiber blend. The shock-absorbing construction of the fabric reduces friction, keeping the foot in optimum conditions for long-distance running and other intense sports such as hiking, trekking, cycling and skiing. The Spanish company, which recently obtained Oeko-Tex Standard 100 certification, generates about one-third of its sales outside Spain. It has sales agents in France and it recently hired a distributor in China, Beijing Walkman Trading Company, that also works for Bestard and other outdoor brands (more about them in The Outdoor Industry Compass).

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