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Gore Bike Wear and Gore Running Wear brands to combine as 'GORE wear'

Published May 23, 2017

LONGMONT, Colo. (BRAIN) — Gore is combining its two clothing brands to form one brand, "GORE wear," for the 2018 spring/summer product line.

"Gore Wear reflects changing consumer behavior more accurately, from pure running or cycling specialists to all-around athletes. Under one brand, they will now be inspired to experience highly functional apparel all year round – because Gore Wear is engineered to allow them to live their passion," the company said. 

The company said the change ties the brand closer to its parent, W.L. Gore & Associates, and its best known consumer product, Gore-Tex. The new Gore Wear logo is aligned with the Gore-Tex trademark. The change also streamlines marketing and makes it easier to communicate product benefits to consumers. Gore Wear will bundle its marketing to increase the effectiveness of the marketing.

The company's internal mantra, "Always evolve," will become part of a consumer campaign in 2018. Retired cyclist Fabian Cancellara will be the focus of the Always Evolve campaign. 

Gore Wear will introduce a new line of products targeting at athletes who run and ride. For the spring/summer 2018 season, these will include base layers and accessories such as gloves or socks.

"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," said  Jay Herring, global business leader for Gore Wear. 

The company said it will work with retailers to provide assets and tools necessary for the spring/summer 2018 season launch. Herring said, "We are convinced that together with our retailers we are taking the next big step in exciting and inspiring consumers with Gore products."

Fabian Cancellara will be featured in Gore Wear marketing.

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