Cocona Natural Technologies, the American materials technology company, has decided to put a new brand name – 37.5 – on its patented compounds, highlighting the fact that they help to maintain body temperature and body humidity during sports activities. Based on coconut husk and other natural microporous materials, they improve moisture management, waterproof breathability and UV protection.

The new brand name was invented during a 45-minute session with Sandstrom Partners, a communication agency that works also for Nike and Coca Cola. The new branding was revealed last month at Bauer Performance Hockey's global sales meeting in Florida in connection with the application of Cocona's fast-drying technology to the Canadian hockey company's baselayer garments, its training apparel and its protective equipment.

According to Cocona, apparel with 37.5 technology dries up six times faster than competing products. Through its active particles that are permanently embedded in the fibers and the yarns, the technology uses body heat to evaporate moisture and release sweat from underwear, significantly raising drying rates. Thus, it regulates body temperature and humidity by complementing the body's natural cooling mechanism, maximizing the athlete's performance by removing the excess moisture from the garment.

The active particles can be embedded in knit fabrics, Merino wool, breathable waterproof laminates, fleece and other softshell fabrics, woven fabrics and insulation materials.

Cocona has already been working with a number of outdoor brands including Marmot, Millet, Norrøna, Rab and The North Face, in addition with more general brands such as Adidas, Puma or Under Armour, and action sports brands such as Rip Curl.

However, some users, such as TNF or Pearl Izumi, were not using the Cocona brand name because it did not sound right in association with their own brand names. They said that the name Cocona suggested tropical relaxation rather than technical performance, making it difficult to articulate the benefits of its innovative technology.

The 37.5 brand and its new logo communicate some of the benefits without overpowering the message of the brand that uses it. It indicates that the technology helps to create a comfort zone in line with the body's natural attempt to maintain a microclimate with a core body temperature of 37.5° Celsius and a humidity factor of 37.5 percent next to the skin. New tags and labels, a new website, a new public relations campaign and new sales support materials have been developed to promote the new brand.

The new branding is one of the multiple new initiatives taken by Jeff Bowman, an industry veteran who took the place of Brad Poorman as chief executive of Cocona last spring. Bowman has worked for W.L. Gore, Cascade Designs and Malden Mills. He helped to develop the Gore-Tex brand in the 1980s and then Polartec, the technical fleece brand of Malden Mills that he led for many years.

Bowman has also hired a few months a marketing manager, Jeanette Heimbach, who previously worked at his own company, Massif. They are going to work in Europe on marketing with a former European marketing manager of Polartec, Susanne Fischer, who was also for a while marketing director for Timberland in Germany and a marketing director for Ispo.

Bowman has also simplified Cocona's organization to work more closely with the mills and with big companies that use its compounds like Adidas or Amer Sports. It is certifying the fabrics and commissioning their producers around the world directly, without going through territorial licensing agents like before, and licensing the brands for their use. It is getting royalties on the fabrics.

Bowman's predecessor at Cocona's helm, Poorman, is currently focusing on the development of the company's own brand of footwear and apparel, and his son Garrett is still working for the company in the U.K.

Because of the strategic reorientation of the company, Cocona's strong growth of the past has come to a half, but its operating results are expected to improve. After growing by 80 percent to $20 million in 2012, as we have previously reported, they are likely to be more or less flat this year.