Gore places running and bike divisions under one Gore wear banner

From Spring/Summer 2018 Gore’s bike and running divisions will be combined under one Gore wear banner.

In a bid to streamline its processes, the firm will “harmonise” its marketing and product benefits for consumers. Investments in marketing will also be bundled.

Going forwards, all products will come with a new naming system, guiding retailers and consumers to the right product for each individual need.

“This brand evolution is a clear commitment to always evolve and to assure that Gore products are ready to go when you are. Ready to head outdoors, ready for whatever the day holds and always prepared for what the elements might throw at you,” says Jay Herring, Global Business Leader for Gore wear.

The strategic direction of the brand will be underlined by a fresh and modernized look. A new logo is aligned with the famous Gore-Tex wordmark and will be clearly visible in the new collections, but also in the new communication concept – and this also includes the new global brand ambassador Fabian Cancellara. The Swiss former pro cyclist and current time-trial Olympic champion will be the central focus of the new #AlwaysEvolve marketing campaign for Gore wear.