LYCRA®'s key marketing challenges are increasing brand awareness with consumers and persuading apparel manufacturers to use the higher quality LYCRA® brand of elastomeric fiber instead of generic "spandex" and "elastene." Traditional marketing efforts have included print advertising campaigns incorporating branded apparel that includes LYCRA®, garment "hang tags" identifying LYCRA®-enhanced products at retail stores, and high-profile promotions with popular movies and television programs. The overriding goal of these marketing efforts is to highlight the extra value genuine LYCRA® adds to apparel and justify its premium cost.

To help LYCRA® expand its brand presence onto the Internet beyond a brochure-style section on the DuPont corporate site, Mainsail teamed with LYCRA® in 1998 to create interactive attractions that reach consumers who would never look at a home page for a 200-year old company best known for chemicals and "life sciences." In some cases, these mini-sites support the brand's offline marketing initiatives such as advertising and extend add web-only programs that take advantage of the latest interactive technologies.