A leading technology-driven company W. L. Gore & Associates will unveil a new GORE-TEX brand campaign focusing on trust that is backed up by innovation through new technology concepts, products and design solutions at ISPO 2017, which will be held from 5-8 February 2017 in Munich.

The new “Don’t think about GORE-TEX, think about your passion” campaign will encourage consumers to focus on what’s going on in the moment, rather than thinking about the functionality of their outdoor garment – whether it’s a mountaineering jacket, walking boot, lifestyle garment or running shoe, the company reports.

The fundamentals of this new campaign, on air globally across different channels starting March 2017, will feed into the technological, product and design innovations, which Gore will exhibit at this year’s ISPO. The show will also see Gore introduce a dedicated Innovation Lab, demonstrating new and upcoming developments in technology, design and products.

Product innovation

The roll-out of GORE-TEX Active with SHAKEDRY technology will continue throughout 2017. In Europe, new partners will include Mammut, Dynafit and Löffler, along with other brands. The North Face, Castelli, GORE RUNNING WEAR, GORE BIKE WEAR and Arc’teryx that brought the new product to market successfully will continue to use the technology moving forward.

GORE-TEX SHAKEDRY product technology is designed to remove the need for a face fabric, making it the lightest and most breathable GORE-TEX product to date, according to the manufacturer. Any water on the surface can be removed with just a couple of shakes, making the jacket easy for packing away.

“We have received enormously positive user feedback since we introduced SHAKEDRY product technology. This revolutionary technology marks a big step forward for GORE-TEX brand. Because it has such an excellent balance of protection and comfort, it is truly wearable in rain or shine,” said Johannes Ebert, Product Specialist at Gore.

Stretch, shape and fit

Gore shows several technology concepts around flexibility and stretch based on consumer insights and feedback. In gloves, new patent pending GORE WINDSTOPPER technology is said to offer an optimised seamless fit with enhanced tactility and grip, allowing users to carry out a whole range of tasks without needing to take their gloves off.

Gore will showcase its new stretch GORE-TEX technology in garments. The technology concept will allow for greater freedom of movement, adaptability to fit relative to undergarments, and flexibility to fit a broader range of consumer shapes and sizes, the company reports.

Additionally, the new stretch GORE-TEX technology in footwear has been developed to allow for waterproof and breathable footwear with optimised fit comfort in the instep. The shoes are also easier to put on because of a smooth elastic inner, and no folds or wrinkles from water gussets.

Within the Innovation Lab, Gore will show a technology concept where the GORE-TEX membrane is bonded to a variety of athletic uppers. The lighter construction offers improved fit comfort and reduces weight by up to 18%, according to the manufacturer.

www.gore.com