Challenge

• GORE-TEX was launching INFINIUM, a new range of non-waterproof fabrics, and wanted to give the brand a bigger role in consumer’s lives.

• AKQA was appointed to research, develop and execute communications and service development across the entire B2B2C value chain.

Solution

• The product proposition was complex. We simplified it, and engaged consumers on an emotional level. When you give people a reason to care, they are more willing to give their attention to product details and differentiation.

• Alongside the commuication we developed new service propositions with an MVP and roadmap - all oriented towards giving GORE-TEX a role in consumers’ lives beyond fabrics. (Services are still under development and consequently confidential.)

Learning & Impact

• Get to the core of what makes you special, ie ‘what makes brand x, brand x’. Not in an abstract way but really concretely. For GORE-TEX this was the rigour of product testing, which is what allows exceptional people to achieve unimaginable things.

• Complex challenges require holistic thinking. To move everything forward, we focused on Team, Work, Process and Culture. It’s a journey - keep your eye on the big picture - and aim for small wins every day.

• 10 languages, 5 continents, 140 pieces of content. Emotional and inspiring, the campaign shows shows GORE-TEX ambassadors like mountaineer Tamara Lunger and freeride skier Greg Hill being tested to - and overcoming - their limits.

Team

• I was Executive Strategist, responsible for building a team to run product and communication strategy, setting the overall strategic direction, aligning with key stakeholders internally and at a senior level within Gore.

• Product strategy from Stephen Whyte and Nina Mannheimer, communication strategy and leadership by Jack Deacon, creative direction from Jess Brazen and Alex Rose, experience design leadership from David Vogel. Overall progress led and managed by Maria del Mar Blanco-Carranza, Dorit Weber and Flavia Ancuta.