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Press Releases

Gore Seeing Strong Momentum With GORE-TEX® Active Shell

Retail Customers and Styles Expand as Consumers Demand More; More than 30 Brands Currently Offer GORE-TEX Active Shell Jackets Globally

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ELKTON, Md. (August 2, 2012) — W.L. Gore & Associates (“Gore”) (, inventor of GORE-TEX® high performance fabric technologies for comfort and protection, is seeing strong momentum around GORE-TEX® Active Shell with retail buyers, as well as consumers looking for the best outerwear options. New GORE-TEX Active Shell styles will be featured at the upcoming Outdoor Retailer Summer Market in Gore’s booth #33041.

“While we have had strong partner brand support since the launch of GORE-TEX Active Shell in 2011, the number of styles has increased dramatically as our customers expanded their offerings through 2012 and leading into 2013,” said Tom Boyle, Gore Strategic Marketing Associate. “Despite a challenging economy, consumers continue to pursue their outdoor passions and are demanding outerwear that provides the best solutions. We believe that some of the success our customers are enjoying is due to the enhanced offerings in this product range.”

Gore has seen increased demand as the light and fast marketplace has expanded, and as a result, is exceeding initial projections in this category. New fabric introductions are anticipated as the product portfolio continues to build.

“Consumers know the GORE-TEX® brand because of its ‘Guaranteed To Keep You Dry® promise. That speaks volumes to our manufacturing partners, and with GORE-TEX® Active Shell, they get added breathability on top of knowing they’re going to stay dry and protected. That’s made this new product technology from Gore a big success for us,” said Jordan Wand, VP of product and marketing at Outdoor Research. “We saw a similar level of consumer energy around the launch of GORE-TEX® Paclite in 1998 and with GORE-TEX® Pro Shell in 2007. Today’s consumers want outerwear that is lightweight, durable, breathable and provides the ultimate in protection – they don’t want to have to over analyze things during the purchasing process. GORE-TEX® Active Shell adds more options for different situations in Gore’s product offering while keeping the benefits of each Gore technology easy to understand.”

Since its launch last year, GORE-TEX Active Shell products have garnered several awards, including Backpacker Magazine’s “Editors’ Choice Award” for its Fall 2011 Gear Guide, as well as its Summer 2012 Gear Guide; Popular Mechanic’s “Best Waterproof Jacket” in its “Abusive Lab Test” for August 2011; Climbing Magazine’s “2012 Gear of the Year” in April 2012; and Outside Magazine’s “Gear of the Year” for Summer 2012.

“As a specialty outdoor retailer, we need to provide solutions for our customers,” said Chuck Millsaps of Great Outdoor Provision Co. “Waterproof breathable continues to be an important, relevant category for today’s outdoor enthusiast because he or she has less time to actually enjoy the outdoors. GORE-TEX Active Shell products give us the perfect option to offer our highly aerobic, athletic customers who engage in a spectrum of high adrenaline sport pursuits. There is definitely a continued need for this technology.”

More than 30 global brands currently offer GORE-TEX Active Shell jackets within their product lines. At Outdoor Retailer Summer Market, some of the brands that will be showing GORE-TEX Active Shell product for Spring 2013 include adidas Outdoor, Arc’teryx, GORE BIKE WEAR, GORE RUNNING WEAR, La Sportiva, Mammut, Millet, Mountain Equipment, Outdoor Research, Patagonia, Salomon and The North Face.

About W. L. Gore & Associates, Inc.
With more than $3 billion in annual sales and over 9,500 employees in 30 countries worldwide, W. L. Gore & Associates, Inc., provides diverse, high-performance solutions in consumer, industrial, electronic, medical, and surgical markets. As well-known for its unique corporate culture as for its products, Gore’s over 50-year success story rests equally on product and organizational innovation. Perhaps best known as the inventors of expanded PTFE (ePTFE) and the makers of GORE-TEX® fabric, Gore is a leading manufacturer of thousands of advanced technology products that comprise a breadth of capabilities.

© 2012 W.L. Gore & Associates, GORE-TEX, Guaranteed To Keep You Dry and designs are trademarks of W.L. Gore & Associates.