P2i Inc, the company behind the Ion-mask liquid repellent nano-coating technology, has expanded its presence in the US market with the appointment of Joy Gruver as sales manager for footwear and performance textiles.

Based in Los Angeles, at the heart of the US footwear industry, Gruver is tasked with expanding Ion-mask beyond a customer base that currently includes Hi-Tec, Adidas Golf, Nike, Ecco, Van Dal and Magnum.

Commenting on her appointment Joy said: "I see my sales manager role as taking on the need to educate brands about the latest protective technology and taking these developments through from manufacturing to retail of high performance footwear - in short developing the whole business cycle."

Ion-mask works by bonding a nanometre-thin polymer layer over the entire surface of a product using an ionised gas (plasma).

The technology enables manufacturers to improve the performance of their products by protecting them from the effects of water and all other liquids.

For footwear, Ion-mask stops external water getting in and it encourages evaporated perspiration to flow out.