advert-body-1 by AKQA

Gore-Tex helped set the standard for water-resistant outdoor fabrics over 40 years ago. Now, W. L. Gore and Associates (Gore), the company that created Gore-Tex fabrics has launched a global campaign, ‘Tested for Life’ that introduces the new Gore-Tex Infinium products while also showcasing new seasonal items from their Gore-Tex Guaranteed to Keep You Dry range.

For more than four decades the Gore-Tex brand has been developing technologies for breathable wet weather protection. The new, non-waterproof Infinium product range builds on this science and innovation while offering additional versatility and enhanced comfort for the active lifestyle when waterproofness is not a necessity.

Created by lead agency AKQA on creative and Dentsu Aegis Network on media, ‘Tested for Life’ is rooted in inspiring the next generation of explorers in their multi-faceted lives. Empowering both influencers and consumers, the campaign components include out-of-home ads, social media, tryouts activation, digital, and brand ambassador and influencer engagements. The global Gore-Tex website has also been redesigned by AKQA and launched to coincide with the start of the campaign.

WPP partner Geometry has taken the campaign into physical retail and e-commerce with a focus on communicating the benefits of Gore-Tex brand products, interactive demonstration experiences and customer assistant training.

Through the campaign’s Tested for Life Tryouts activation, influencers will test waterproof-breathable Guaranteed to Keep You Dry and Infinium products, filming and photographing the process. They will then share the results through social channels.