GORE WEAR – Into the Elements.
”It’s the excitement of the great unknown. It’s embracing nature and awakening all your senses.
It’s the satisfaction of progress, while rain tortures your face. It’s the mud on the trail ahead.
It’s the ultimate call to action. Into the icy wind, into the burning sun and into the rewarding shade.
INTO THE ELEMENTS.”
That’s the manifesto we crafted for GoreTex-owned Gore Wear, a brand for running and biking enthusiasts. We developed a global concept based on a Scandinavian saying ”There is no bad weather, just bad clothes”. The client saw a 25% year on year increase in sales.
What we learned: In a category with giants like Nike and Adidas you need to think and work very hard to find an interesting, relevant way to frame your brand, and avoid a ”me-too”-position.