GORE-TEX
A new step forward.
GORE-TEX found itself in a unique situation as they set out to launch their INFINIUM™ product range—targeting a new, broader audience. Having long been a trusted brand known for durable, waterproof protection, they now had to convince consumers that they were equally competent in non-waterproof urban and outdoor garments. To do so, the brand was relaunched at a global scale with a new brand strategy, a revamped .com, social, and retail, as well as a fully integrated 360º brand campaign activation. Brought to life simultaneously in all major markets, capturing and localising fresh new content, and amplifying their message through new brand ambassadors, athletes and influencers—this was no small feat.
Pop-Up showrooms and booths in key trade shows introduced the updated Original GORE-TEX and new INFINIUM™ brand to potential partner brands and consumers as a sneak-peak across continents.
An updated .com demonstrated the restructuring of GORE-TEX technologies, and content—allowing complex information to be illustrated simply, cohesively, and beautifully.
A new internal brand platform was developed to position the global launch. To activate this positioning, an outward communication was developed: Tested For Life. Nodding to the lifetime guarantee, while elevating the aspect of enduring whatever life throws at you, this became the embodiment of the brand for both GORE-TEX and INFINIUM™ garments.
As the products and messaging evolved, so did the content. A new focus on real persons and situations emerged, where athletes, influencers and ambassadors tested the products in real-life situations; urban, extreme, and outdoor. With a heavy focus on engagement, these stories captured the attention and imagination of a new generation of brand enthusiasts, ensuring the brand continues to maintain the same esteem today and tomorrow as it did some 40+ years ago.
Impact
10 languages, 5 continents, over 140 pieces of content. The global coordination to reshape the brand and extend messaging, design and content worldwide allowed the new brand positioning and launch of INFINIUM™ garments to be uniform and effective—providing the brand a solid platform to grow and evolve from for years to come.
Client: GORE-TEX (Global)
Agency: AKQA
Role: Group Creative Director
Photography/video: Sam Robinson, Manuel Ferrigato, Cascade
