CW-X’s new Ventilator shorts, a solution to a problem that’s widely known, but rarely mentioned: the curse of the wispy running short. See how long you can last before clicking: http://walrusnyc.com/test/cwx/shorts_makeitstop/ and here: www.cw-x.com

Another year, another set of cool new CW-X products. These print executions will be complimented with digital (of course), and continue on our latest product-centric theme, which has been really well received. Turns out, runners get pretty excited by call-outs.

CW-X’s patented Stabilyx tights don’t just lend extra support to the knees, calves and thighs, they also provide targeted support to the body’s core (the abs and lower back). In fact they’re so supportive that they can EVEN give phenomenal support to the least supported creatures on earth – jellyfish. Don’t believe us? Try it yourself with the CW-X Invertebrate Slingshot here.

To highlight the amazing supportive powers of CW-X’s Stabilyx tights, we compared them to something that has pretty much no supportive powers.

CW-X Ventilator tights have mesh venting panels so you can wear them in hot weather. The idea of wearing tights in the heat is hard to get your head around, so we chose the most extreme situation imaginable to demonstrate how efficient these tights are at keeping you cool. We blew a lot of things up making this banner - something we all found quite enjoyable. Easter eggs are sprinkled throughout to reward further exploration (try clicking more than once on any of the callouts).  See it here.

CW-X’s anatomically engineered conditioning wear (tights, tops, bras etc.) can help all kinds of athletes perform better. People use their gear for everything from training, to recovery, to insulation. This is a great thing, but it presents some issues when it comes to making an intuitive and usable site because every single customer prioritizes features differently. Some care most about a specific type of support, some care most about which conditions a product is suitable for, and others are most focused on a specific activity. With the new site, instead of steering visitors through a fixed path to learn about the products, we decided to give them more flexibility. Visitors can choose to explore products by support, by activity, and by product line or they can simply leave the work to the automated tight and bra selectors. Just plug in your criteria and out comes the perfect choice. There are also tons of 360 degree product renderings, muscle drawings, charts and graphs to satisfy anyone who really wants to delve into the nuts and bolts of how this stuff really works. Check it out at: www.cw-x.com

CW-X resides on the cutting edge of activewear. Their insulator products do a lot more than just keep you warm, they regulate your next to skin temperature, they prolong the onset of anarobic respiration, they speed recovery, they support your muscles. In short they’re a lot closer to gear than long underwear. Luckily skiers are natural gear heads - the type of people who get really excited when they see a lot of call-outs.

CW-X sports bras are unlike anything else on the market - they’re the result of decades of research, and they have a lot of structural bells and whistles. We wanted to let women know all about them, but without forcing them to click over to the CW-X site. Somehow we managed to fit it all in one banner, and keep people entertained at the same time. People interacted for 67 seconds on average (4x the norm).

CW-X conditioning wear is highly technical stuff - it can literally reposition your muscles so they work more efficiently. The science behind all their products is unbelievable, but we wanted to figure out a way to bring the benefit of that science to life. Our solution was turn those intangible benefits - shaving 15 seconds off your best time, being able to run an extra mile, finishing your loop a little faster - into something very tangible. Five years and 12 executions later the campaign is still going strong. Some highlights are below:  (more…)