Press Releases

GORE-TEX® Brand Debuts Global, Multi-Channel Marketing Campaign, “Experience the Difference” for Fall 2014

GORE-TEX® Brand Debuts Global, Multi-Channel Marketing Campaign, “Experience the Difference” for Fall 2014

One Billion Impressions will be Generated through Video, Online and Print

Coming on the heels of the successful debut of its GORE-TEX® SURROUND™ product technology at Outdoor Retailer Summer Market and the OutDoor fair in Friedrichshafen, W. L. Gore & Associates (Gore) will debut a multi-year, multi-channel, international marketing campaign, “Experience the Difference” in support of the GORE-TEX® brand this fall. Launching in four countries, the campaign, with a seven-figure budget, will generate more than one billion impressions over the next two years through video, online and print.

Elkton, Md., October 14, 2014 – Developed by German based Brand and Design Agency Zeichen & Wunder, the campaign strengthens the direct connection between brand and consumer with a distinctive visual approach that showcases the emotion of personal experience regardless of weather challenges. The campaign motifs feature close-up, emotive images of people exploring the outdoors in a split photo that illustrates comfort and weather protection in different end-uses. The creative thinking behind the campaign is to showcase the special properties of GORE-TEX® product technology in all weather situations portrayed through the “Split” approach: The good weather on one side and the bad weather on the other illustrate the main functionalities “breathability” and “waterproofness” in an easy way. The split approach serves as a red thread across media through the campaign and is extensible for new designs in the future.

Specific channels of distribution include print magazines, TV programs, online and social media platforms, Out of Home and cinema.

“The spring/summer 2014 season was the start of a significant and compelling brand program for GORE-TEX® footwear,” said Tom Bugg, Global Brand Manager at Gore. “Over the next several years, the company will continue to increase its investments to further strengthen the brand. In 2013, more than 34 million GORE-TEX® products were sold in more than 50 countries.”

About W. L. Gore & Associates, Inc.: Gore is a technology-driven company focused on discovery and product innovation. Well known for waterproof, breathable GORE-TEX® fabric, the company’s portfolio includes everything from high-performance fabrics and implantable medical devices to industrial manufacturing components and aerospace electronics. Founded in 1958 and headquartered in Newark, Del., Gore posts annual sales of more than $3.2 billion and employs approximately 10,000 associates with manufacturing facilities in the United States, Germany, the United Kingdom, Japan and China, and sales offices around the world. Gore is one of a select few companies to appear on all of the U.S. “100 Best Companies to Work For” lists since the rankings debuted in 1984. The company also appears regularly on similar lists around the world. Learn more at

GORE, GORE-TEX, and designs are trademarks of W. L. Gore & Associates, ©2014 W. L. Gore & Associates, Inc., 295 Blue Ball Rd., Elkton, Maryland, 800-431-GORE,

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W.L. Gore & Associates

Cynthia Amon