This exclusive licence allows Orient Befit to use Invista's trademark for manufacturing, marketing, advertising, promotion, sale and distribution of licensed products through online global channels, and through offline channels in China. The licence agreement begins on 1 July and lasts for seven years.

Famous athletes and the media joined representatives from Orient Befit, Invista, and Amazon China, at the Coolmax Performance Socks launch celebration, which took place at the Kerry Centre in the Shangri-La Hotel, Hangzhou, China.

Everyday comfort and performance

“Coolmax brand understands the evolving needs of athletes and active consumers, and has been innovating new performance fibres to meet them for over thirty years,” Invista explains. New Coolmax Performance Socks feature specially designed fibres that help move moisture away from the skin to the surface of the fabric where it evaporates. The easy-care fabric is breathable and keeps the wearer cool, dry and comfortable, according to the manufacturer.

"Coolmax Performance Socks combine the outstanding moisture management and performance benefits of Coolmax fibre with the world-class manufacturing technology of Orient Befit, to create quality sport socks designed to optimize athletic performance," said Zhang Weijun, Chairman of Orient Befit. "We are thrilled to celebrate the launch of Coolmax Performance Socks and look forward to developing exciting new products."

Coolmax socks

This new line of Coolmax Performance Socks features modern styling and cutting-edge technology perfect for all types of sports, from low- to high-impact. The fashionable socks feature vivid patterns and a colour palette of black and blue. The dark colours enable consumers to focus on their fitness goals without having to worry about white athletic socks that may yellow, or stretch out after a few washes.

Coolmax Performance Socks have passed a rigorous quality control and a garment certification process, according to the company. “The premium performance benefits of these sports socks are permanent and won't wash out, so consumers can stop worrying about the weather and get outside and embrace the elements,” the manufacturer reports.

Coolmax Performance Socks are available online at Tmall.com, JD.com, Kaola.com, and on Amazon.com in the US.

Orient Befit

Established in year 2001, Orient Befit is one of the leading socks manufacturers in China. The company focuses on the design, R&D and production of socks. The company's products are exported to overseas countries, including US, Canada, Germany, UK, Japan, etc.

The main objective of Orient Befit is to provide professional athletic socks with excellent quality. Orient Befit also aims at working with brand owners for designing, developing, and supplying functional athletic socks to athletes and sports enthusiasts worldwide.

www.invista.com