GORE-TEX® brand campaign encourages people to find their state of ‘flow’

March 28, 2017

‘Don’t Think About GORE-TEX® products’ campaign highlights that Gore fabrics let consumers focus on their passions, not their gear.

Feldkirchen-Westerham (March 28, 2017) — Building on the high level of trust that consumers have in GORE-TEX® products, W.L. Gore & Associates is launching a new GORE-TEX® brand campaign in 2017 that encourages people to follow their outdoor passions – and simply forget about their gear.

The ‘Don’t Think About GORE-TEX® products’ campaign plays on the idea that the more reliable your gear is, the more you are able to focus on whatever outdoor activity you most enjoy pursuing. And that the GORE-TEX® brand has the historical credentials and ongoing technological innovation to allow consumers to completely trust any product built with its products.

“People who are passionate about being outdoors are often all about getting into that state of ‘flow’ that’s achieved when you focus your attention fully on whatever activity you most enjoy doing,” said Achim Ewers zum Rode, brand leader for GORE-TEX® fabrics. “Our ‘Don’t Think About GORE-TEX® products’ campaign reinforces what people already know about our brand – that you can completely trust our products. Because you are using the most sophisticated functional and comfortable technology available, you can focus your full attention on your passion, whether that’s running, hiking, traveling, playing sports, or any activity where you’re outside and exposed to the elements.”

Starting in April 2017, Gore Fabrics will deploy the campaign across a variety of digital and print platforms. Components will include brand storytelling and editorial, consumer contests and brand engagement activities, advertising, social and digital media, events, and adventurer/professional affiliations.

About W. L. Gore & Associates:

Gore is a technology-driven company focused on discovery and product innovation. Well known for waterproof, breathable GORE-TEX® fabric, the company’s portfolio includes everything from high-performance fabrics and implantable medical devices to industrial manufacturing components and aerospace electronics. Headquartered in the United States, Gore posts annual sales of more than $3 billion and employs more than 10,000 associates with manufacturing facilities in the United States, Germany, the United Kingdom, Japan and China, and sales offices around the world.

In Europe, Gore started its first business operations only a few years after the Enterprise’s founding in 1958. Gore now has locations–sales offices as well as production facilities–in the key European countries dedicated to serving the markets of all of Gore’s product divisions. Gore is one of a select few companies to appear on all of the U.S. “100 Best Companies to Work For” lists since the rankings debuted in 1984. For several years now, Gore has also been voted one of the best workplaces in Europe and has been ranked on top workplace lists in France, Germany, Great Britain, Italy and Sweden. Learn more at gore.com.

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