Gore-Tex reveals new brand and new campaign | Advertising

After spending the last six decades making climate-conquering fabric, Gore-Tex is moving into performance. Next month the brand will introduce “Tested for Life,” new campaign to support its new product line called Gore-Tex Infiniuma non-waterproof collection of fabrics designed to add comfort and enhance sports performance.

Achim Ewers zum Rode, the brand team leader for Gore fabrics, says that Gore-Tex has been using its climate chambers to test new products for the last year so that the brand can expand beyond products for what it calls WWBwind, waterproof and breathable.

“The stuff that we’ll bring to market, it’s not necessarily about waterproof but about providing benefits and performance in other areas,” he says. Products made with the new fabrics, which brand partners like North Face will produce, include thinner gloves and slimmer shoes. Gore-Tex will use a new white diamond logo to depict the Infinium line. A black diamond depicts the Gore-Tex “Guaranteed to Keep You Dry” weatherproof garments.

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