GORE Bike Wear and GORE Running Wear Combine to Form GORE wear

By combining the existing brands, GORE® wear will offer even more advantages for the consumer than ever before – as well as unite the fans of each brand under one roof.

As of spring/summer 2018, GORE® wear underlines its leadership in innovative functional apparel for runners and cyclists. By combining the existing brands, GORE® wear will offer even more advantages for the retailer than ever before – as well as unite the fans of each brand under one roof.

  • GORE® wear reflects changing consumer behavior more accurately, from pure running or cycling specialists to all-around athletes. Under one brand, they will now be inspired to experience highly functional apparel all year round – because GORE® wear is engineered to allow them to live their passion.
  • GORE® wear expresses the close connection to the enterprise (W. L. Gore & Associates) as well as the GORE-TEX®
  • GORE® wear streamlines processes. For example, the marketing tools are harmonized and the product benefits are clearly communicated to the consumers.
  • GORE® wear marketing investments will be bundled, thus increasing the awareness of the GORE® brand as an innovation leader for functional apparel.

From our lab to your lab – #AlwaysEvolve

“Always evolve,” an attitude used internally at GORE® wear, which signifies the brand’s commitment to continuous improvement, will become the externally communicated campaign approach starting in spring 2018.

The core of the new spring/summer collection 2018 highlights highly functional products for passionate cyclists and runners. Based on scientific research, innovative fabrics, and a deep knowledge of consumers’ needs, GORE® products are designed to set new standards of protection and comfort. The biggest and most innovative GORE-TEX®SHAKEDRY™ collection on the market is the latest proof of this approach. GORE-TEX® SHAKEDRY™ jackets are the lightest and most breathable GORE-TEX® products ever.

Engineered versatility: cycling, running, and beyond

Completing the cycling and running collection, GORE® wear will offer an additional range of products specially engineered for the needs of the all-around athlete. For the spring/summer 2018 season, these will include base layers and accessories such as gloves or socks.

“This brand evolution is a clear commitment to always evolve and to assure that GORE® products are ready to go when you are. Ready to head outdoors, ready for whatever the day holds and always prepared for what the elements might throw at you,” says Jay Herring, Global Business Leader for GORE® wear.

Logo and product naming: new look and easy guidance for retailers and consumer

The strategic direction of the brand will be underlined by a fresh and modernized look. The new logo is aligned with the famous GORE-TEX® wordmark to communicate a shared history and current and future commitment to quality, technology, and reliability. It will be clearly visible in our new collections but also in the new communication concept – and this also includes the new global brand ambassador Fabian Cancellara. The Swiss former pro cyclist and current time-trial Olympic champion will be the central focus of the new #AlwaysEvolve marketing campaign for GORE® wear.

Additionally, all products will come with a new naming system, guiding retailers and consumers to the right product for each individual need.

GORE® will work step by step with its retail partners during this process and provide all assets and tools necessary to ensure a successful spring/summer 2018 season launch. Jay Herring says: “We are convinced that together with our retailers we are taking the next big step in exciting and inspiring consumers with GORE® products.”



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