Procter & Gamble Engages Flywheel Sports for Tide and Downy

Tide Downy Defense

Participants will gain insight on how the new release by Tide and Downy eliminates odours and helps prevent them from returning.

To kick off the summer season, Procter & Gamble, the maker of Tide and Downy, has unveiled an exclusive tie-up with indoor cycling boutique fitness brand, Flywheel Sports, to introduce one of its latest solutions, which is dubbed the Tide + Downy Odor Defense Collection.

Per said collaboration, the latter’s nationwide locations will offer complimentary classes sponsored by the aforementioned brand on 25 May 2016. Riders can sweat it out while learning how a full laundry regimen like P&G’s is an ideal way to ensure their workout gear is pristine.

Participants will gain insight on how the new release eliminates odours in fabrics and helps prevent them from returning. Candidates can sign up online to book a seat at the session. Registration is currently underway and reservations are on a first come, first served basis.

A recent study by Procter & Gamble revealed that over 70 percent of people have had problems with odours lingering in their active wear after being washed. One reason found indicated that clothes sometimes aren’t fully cleaned—a challenging feat when it comes to the active wear.

Meanwhile, many consumers use daily wear made from synthetic fabrics, clothing which tends to trap dirt and funky smells at the fibre level. With the added support of Febreze, the ingredients in the new collection work by breaking down built-in odours and layers of body soil and dinge.

“Fitness-minded consumers demand a lot from their gear, so it’s important that they know how to properly care for these garments. This is also true for the many consumers who have embraced the athleisure trend we’ve been seeing as of late,” said Kristen Stutz, Brand Manager, North America Tide Innovation at Procter & Gamble.