Introduction to GORE-TEX Professional Brand Extension

Re-branding GORE-TEX products for professional end-use

That is why GORE-TEX Professional  (Gore) has decided that all solutions offering durably waterproof, windproof and breathable (dWWB) performance will be transitioned and included under the “GORE-TEX products” umbrella. This enables Gore to combine waterproof, windproof and breathable features with additional unique technologies, such as GORE-TEX CROSSTECH® and GORE-TEX PYRAD® product technologies. By incorporating these advanced technologies, Gore will connect its extensive and diverse product performance capabilities with the strong global awareness of the GORE-TEX brand. Some previously branded technologies that also offer dWWB performance will become enabling technologies under the GORE-TEX brand, although they will continue to deliver their specific end user performance features beyond dWWB. This applies to existing GORE-TEX branded products and will now be extended to include GORE® CROSSTECH®, GORE® PARALLON® products, as well as GORE® PYRAD® products when they include the dWWB feature.

Re-branding products for professional end-use

All other solutions which focus on specific technologies offering more specialized performance benefits but do not include waterproof performance will also benefit from the GORE-TEX brand reputation through a new “by GORE-TEX LABS” endorsement signature. These will include for example “WINDSTOPPER® products by GORE-TEX LABS” and “PYRAD® products by GORE-TEX LABS”. Although not waterproof, the technologies highlighted as endorsed product brands offer differentiating, value adding benefits, and are engineered by the same company, using much of the same knowledge, science, teams, lab work and testing that are used to make GORE-TEX products. The endorsement “by GORE-TEX LABS” was created to make this connection credibly and provide assurance of quality from the GORE-TEX master brand to the endorsed product brand.

GORE-TEX brand promise

Finally, Gore is introducing a new GORE-TEX brand promise across our complete professional and consumer fabrics offering: “GOING FURTHER, TOGETHER”. This promise is about the commitment to collaboration and continuous innovation, as an enabling companion to our customers and end-users.