However, the very first task was to ensure this Italian-based brand is firmly implanted in the minds of potential customers. The brand name, UYN short for ‘Unleash Your Nature’ didn’t make it an easy job. For that reason, on the one hand we have created a subtle means for people of all countries to pronounce the acronym – which forms the core of the brand promise: ‘Now You UYN’ is catchy enough to be remembered easily, while making it clear that this is functional sports underwear for winners. After all, the declared goal for the Trerè Innovation collections is market leadership.