GORE-TEX brand focuses on trust as it unveils new products and innovations at ISPO 2017

At ISPO 2017, W. L. Gore & Associates (Gore) 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.

The new “Dont 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 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 (5-8 February 2017 – Hall A1, Booth 400 A & 400 B). The show will also see Gore introduce a dedicated “Innovation Lab”, demonstrating new and upcoming developments in technology, design and products.

Product Innovation: GORE-TEX Active with SHAKEDRY™ technology

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.

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

New Concepts based on stretch, shape and fit: gloves, garments, shoes

Gore shows several technology concepts around flexibility and stretch based on consumer insights and feedback. In gloves, new patent pending GORE WINDSTOPPER® technology offers an optimized seamless fit with enhanced tactility and grip. This will allow 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.

Additionally, the new stretch GORE-TEX technology in footwear, i.e. for adults and kids shoes, allows for waterproof and breathable footwear with optimized 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 for running shoes. The lighter construction offers improved fit comfort and reduces weight by up to 18 percent.

Design innovation: function meets style

ISPO will also see Gore preview new and innovative design styles, including two garments designed in collaboration with ACRONYM®: Co-Founder Errolson Hugh, one of the pioneers for functional fashion, created technically-driven apparel that is both refined and stylish.