Virgin Trains have teamed up with Great North Swim to create a product specifically designed to minimise facial hair shedding, proving there are no limitations when it comes to brand association.
The invention was backed by research commissioned by the company, which found that 12% of bearded men who participated linked their bushy chins to a slower swim time. Nearly a quarter of them feeling their beards have negatively impacted their sports performance.
The Beard Cap is basically a swimming cap with a stylish extension covering the chin, compressing any unruly facial hair close to the face. This streamline design helps to reduce ‘hair drag’ and eliminates any need to compromise your manly appearance by shaving.
“At Virgin Trains we’re passionate about giving our customers the most awesome experience possible, and this extends to their sporting endeavors as they are traveling to the Great North Swim with us,” said Adrian Verma, the company’s senior partnerships and marketing manager. “In addition to the 50% discounted tickets to the event for spectators and competitors, we’re delighted to be offering customers this innovative cap to help them do their best.”
Virgin’s association with the UK’s biggest open water swimming event is an excellent way of adding personality, uniqueness and value to their brand. The quirky nature of the Beard Cap forms a positive association towards the brand as well as correlating the streamline effect of the cap with the speediness of their trains.