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Posted: June 2, 2010

Video featuring P2i ion-mask-treated shoes takes web by storm

(Nanowerk News) ion-mask™, P2i's world-leading liquid repellent nano-coating for footwear and lifestyle products, has taken the web by storm after featuring in 'Liquid Mountaineering' – a video viral that has generated more than four million hits on YouTube.
After two weeks of worldwide buzz, Hi-Tec, the global outdoor and sports brand, yesterday revealed they were the team behind the hoax video, which features three men running across a lake thanks to the water repellent qualities of their Hi-Tec shoes with ion-mask™.
Dr Stephen Coulson, Chief Technical Officer at P2i, comments: "Liquid Mountaineering has become one of the most viewed and discussed videos on YouTube in the past month. While it is, of course, a well-intended hoax, it goes some way to reflecting the truly revolutionary, 'must-see to be believed' effects of our ion-mask™ liquid repellent nano-coating for footwear and lifestyle products. Despite its performance enhancing benefits – from repelling water and maximizing comfort, to reducing water uptake and staining – even ion-mask™, however, cannot make you walk on water!"
P2i's ion-mask™ technology, which has also been adopted by adidas Golf and other leading global footwear brands, applies a nanoscopic protective polymer layer to the whole shoe, on which water forms beads and simply rolls off instead of being absorbed. Shoes treated with ion-mask™ keep wearers comfortable and dry, by resisting water from outside and maintaining optimum control of temperature and breathability. By resisting the absorption of water and dirt, ion-mask™ also helps guard against stains, making products look new for longer.
Although the presence of ion-mask™ is invisible to wearers, it is molecularly bonded to the whole surface of the product and is therefore extremely durable – lasting as long as the material itself and uncompromised by everyday wear and tear. Finally, but importantly, ion-mask™ has a low environmental impact: its application process is solvent-free, PFOA-free, uses only tiny quantities of protective agent, does not require lots of energy and generates minimal waste.
In addition to the initial buzz on YouTube , the Hi-Tec video has now featured on thousands of blogs, while TV coverage of the film has spanned countries including Japan, Brazil, Germany, the US, Australia, Korea, Spain, France and Georgia. Simon Bonham, Hi-Tec Group Head of Marketing, said that "reaction to the viral had surpassed all expectations".
Source: P2i
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