Omega Pharma – Quick Step: Latexco brand returns as a sponsor
A world leader in the manufacturing of latex mattresses, pillows and toppers, Latexco has been sponsoring the projects of cycling manager Patrick Lefevere for over 20 years now. With shareholders Luc and Carole Maes both cycling lovers, it seemed only logical for Latexco to heighten brand and corporate awareness through cycling sponsorship.
Since 2005, the sponsorship deals have been mainly focusing on Innergetic, the international consumer brand and quality label that Latexco introduced that year. Innergetic was the result of many years’ research, in close cooperation with professor Raymond Cluydts of the VUB (University of Brussels) and other international scientific institutions. The startingpoint: develop a latex core that allows people to move freely and change their position while they sleep. After all, in-depth sleep research had demonstrated the importance of regular, unobstructed nightly movements. These allow the spine to hydrate and let the muscles and joints rest. By refining its exclusive formulation for the production of latex, Latexco developed the Innergetic mattress core that offers such exceptional resilience that sleepers change their sleeping position
in bed, without any resistance from the mattress. This resilience is combined with a high progressive comfort: The mattress affords ‘active’ comfort, i.e. it helps the sleeper move freely in bed. In this way, Innergetic ensures an excellent sleeping experience.
The Innergetic cycling sponsorship has played a pivotal role in spreading the Innergetic brand message. The efforts to achieve that aim have been substantial. More than putting the Innergetic logo and name on the jerseys of the cycling teams, Latexco lent logistical support too. During all the major events, including the Tour de France, Latexco moved the cyclists’ personal Innergetic mattress from hotel to hotel, thus offering the cyclists an invigorating night’s rest every day.
After all, a well-deserved night’s sleep is just as important as the right training for top athletes looking to deliver a top performance. Eight years after launching the Innergetic brand, Latexco achieved its aim: the name Innergetic is now associated with a
high-quality mattress that provides active support to let the sleeper recover energy at night. This strong brand awareness and popularity has boosted the success of Innergetic: the brand is now distributed via a partner network, throughout Europe and far beyond – from South America to Australia. Latexco will keep promoting the Innergetic brand in the future.
In the worlds of sports, the brand name remains linked to soccer club FC Bruges, (1ier league in Belgium) Latexco has become a truly global player in the bedding industry
Latexco has become a real global supplier to the bedding industry.
The Latexco group has manufacturing units in Belgium (Tielt), Spain (Zaragoza), Sweden (Forserum), the US (Georgia and California) and Indonesia (Surabaya) and regional sales offices in Singapore and Brazil. Latexco products are finding their way to first-class bedding manufacturers and demanding, quality-conscious consumers around the world.
To support and strengthen the name of the Latexco group, worldwide, it has now been decided to put the ‘Latexco’ brand in the spots again. In the coming cycling season, the brand name Latexco will feature prominently on the jerseys and shorts of the Omega Pharma – Quick Step racing team, thus boosting its familiarity. The ever-growing internationalization of the cycling sport will help spread the name Latexco on all continents, in order to reach everyone concerned – from the mattress manufacturer and retailer through to the consumer.
Latexco commercializes a very broad product range, with latex cores used for the manufacturing of high-quality mattresses and pillows as the key product range. Equally important is Latexco’s assortment of latex toppers, which many mattress manufacturers put on top of their polyurethane (PU) foams or spring-units to enhance the comfort of their mattresses. These latex toppers allow people to enjoy the unique comfort of Latexco latex even on their spring or PU mattress.
Of course, the new-style sponsorship agreement will again allow the cyclists to enjoy a good night’s rest on Latexco’s high-quality products. For over 50 years, Latexco has been producing the finest latex components (mattresses, pillows and toppers). Sleeping on Latexco latex is a guarantee for a revitalizing rest, for everyone!
Latexco NV is a world-leading manufacturer of latex foam components for the bedding industry. The company combines the flexibility and responsibility of a family company with the power of an international player. Besides the headquarters in Tielt (Belgium), Latexco has manufacturing and logistics companies in Spain (Zaragoza), Sweden (FIAB), the US (Georgia and California) and Indonesia (Surabaya) and decentralized sales offices in Singapore, Italy, Spain and Brazil.
www.latexco.com, www.innergetic.com and www.pulse-reshape.com