A world leader in the manufacture of latex mattresses, pillows and toppers, Latexco has sponsored the projects of cycling manager Patrick Lefevere for over 20 years. 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 co-operation with professor Raymond Cluydts of the VUB (University of Brussels) and other international scientific institutions.
The Innergetic cycling sponsorship has played a pivotal role in spreading the Innergetic brand message. 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.
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 beyond.
In the worlds of sports, the brand name remains linked to soccer club FC Bruges, (premier league in Belgium).
