GORE-TEX campaign showcases commitment to innovation, performance and responsibility

Outdoor Insight September 21, 2022Last Updated: January 6, 2024

0 940 2 minutes read

W. L. Gore & Associates (Gore) has announced that the consumer business of its Fabrics Division will introduce a new GORE-TEX Campaign, titled “Our Work is Never Done,” which will launch on digital channels globally this autumn.

Celebrating the introduction of new GORE-TEX Products in the AW22 season, the campaign showcases the four decades of innovation from Gore’s Fabrics Division. The story shares the journey, through scientific knowledge, to develop high-performing product technologies that provide durable waterproof, windproof and breathable protection. At the end, the campaign introduces new GORE-TEX Products. These new products represent a key milestone in Gore’s ongoing sustainability journey.

“As a science-based company, constant innovation is central to our work, and we wanted the campaign to carry the attitude of our on-going commitment to finding responsible solutions that meet our standards for durable performance,” said Marc Bock, Global Content Leader for the GORE-TEX Brand. “The campaign captures our brand’s history while also highlighting that we reach these new heights through our collaboration and cooperation both with leading brands and outdoor enthusiasts.”

To inject a sense of infectious energy and tongue-in-cheek humour into the campaign, Gore worked with AKQA’s Berlin Studio to select up-and-coming Canadian director CARAZ, who recently won two golds for her short film at Cannes. Shot with a kaleidoscope of colours and a full spectrum of shooting formats, the approach from CARAZ showcases the brand in a fresh perspective, blending heritage and innovation with science and style.

As AKQA Berlin Executive Creative Director Alex Rose emphasizes, “It was an absolute joy and honour to work with a team that takes its commitment to sustainability so seriously. It was, of course, also a lot of pressure to make sure we reflect this in our collaboration. It became apparent that the best way to tell the story was by looking at the progress they’ve always strived for with responsible performance. Through our work with the team at Gore, we’ve realized that for innovators and scientists, this work is never done.”

To support the new GORE-TEX Products, the campaign was released on September 15 on multiple digital platforms and gore-tex.com. This campaign also marks the first creative executions that carry the brand’s new tagline and promise: “Going Further, Together.”