BUSTO ARSIZIO, ITALY (Jan. 17, 2024) — HDry, a leading innovator in waterproof/breathable technology, has partnered with Backbone, the premier active lifestyle media agency. Backbone will serve as the official PR agency of record for HDry, supporting the brand’s growing number of partnerships with the world’s best footwear and apparel brands. “We have known the team at Backbone for many years, and they were an obvious choice to help us build both B2B and B2C brand awareness for HDry,” said Matteo Morlacchi, CEO and co-founder of HDry. “Backbone’s experience and expertise in the outdoor and active lifestyle industries make them an ideal partner to help us expand.”
HDry uses a patented 3D process to laminate a waterproof/breathable membrane directly to the inner layer of shoes, gloves, backpacks, and more. In footwear, this process eliminates the gaps found in traditional waterproof “bootie construction.” Another benefit of HDry technology is its ability to significantly reduce the reliance on DWR treatments (PFCs, PFAS). This is more sustainable and increases durability, leading to a longer lifespan for the product. “The HDry system is not only more effective than other waterproof/breathables, but also more sustainable,” said Backbone VP Public Relations, Ian Anderson. “We have a ton of respect for the team at HDry, and we’re excited to introduce their technology to more consumers.”
HDry is featured in premium products from Scarpa, Kuiu, Hestra, Rossignol, Dynafit, Canada Goose, and more. For more information regarding HDry, please direct inquiries to Delaney Wood at delaney.wood@backbone.media.
### About HDry: Patented HDry technology provides the direct, three-dimensional application of a waterproof/breathable membrane inside the shoe upper or the outer layer of the glove, thus eliminating any space that could cause infiltration and stagnation of water. HDry is owned by Altexa srl, based in Italy with an operations branch in China. For more information on HDry, pl www.HDry.com. About Backbone: We are the country’s leading active lifestyle media agency. For 25 years, Backbone has partnered with brands big and small to develop and execute effective, integrated media strategies. With offices in Carbondale and Denver, Colorado, Backbone has been consistently included on Outside Magazine’s “Best Places to Work” list. For more about Backbone Media, visit backbone.media.
