Gore launches new GORE-TEX® INFINIUM™ product brand

13. December 2017

For more than 40 years, the GORE-TEX® brand has stood for performance, functionality, quality, comfort and trust. W. L. Gore & Associates is building upon this expertise to lead the GORE-TEX® brand into a new evolution stage that goes way beyond "waterproofness”. “The new GORE-TEX® INFINIUM™product brand will join the GORE-TEX® brand offering consumers new product options,” says Christian Langer, Global Sales and Marketing Leader, Gore Fabrics Division.

"The introduction of the new GORE-TEX® INFINIUM™ product brand marks a key milestone for Gore. Together with the existing GORE-TEX® product brand consumers will find even more innovative products to pursue their outdoor passions whether they plan a Himalaya expedition or ride a bike to work. With this brand evolution we want to address new growth areas together with our brand partners and are well positioned for future opportunities” adds C. Langer. 

"This is an absolute milestone for the GORE-TEX® brand in order to reach a broader audience with new product technologies and probably the most important brand action since the introduction of the GUARANTEED TO KEEP YOU DRY™ promise in 1989”, believes Tomas Vucurevic, Managing Director of BRAIND®. 

The GORE-TEX® brand is one of the iconic Ingredient Brands globally and It was a great honor for BRAIND® to contribute to this significant project by consulting the proof of concept and the development of the revised brand framework together with the responsible Gore team.

Gore will work with select partners to launch the GORE-TEX® INFINIUM™ product brand and first products will be available in selected retail stores in Fall 2018.

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