GORE-TEX® Brand Global Campaign
Marking 50 years of GORE-TEX® Products, TCO creates a global campaign that turns five decades of innovation into a reason to look ahead.
For 50 years, GORE-TEX® Products have given people the confidence to go further: to new heights, across entire continents, forming thriving subcultures and lasting fashion trends. More than a heritage piece, our global campaign made five decades of innovation a reason to look forwards to the future.
We developed a campaign around horizon lines: a symbol of where you’ve been, but always something further ahead. Rather than treating the horizon as simply a landscape, we used it as a moment of possibility: the point you decide to take the next step. The idea brings together five decades of material innovation, product proof, human stories and ambition, showing how the things GORE-TEX® Products have made possible since 1969 can give you the confidence to take your next step today.
For 50 years, GORE-TEX® Products have given people the confidence to go further: to new heights, across entire continents, forming thriving subcultures and lasting fashion trends. More than a heritage piece, our global campaign made five decades of innovation a reason to look forwards to the future.
We developed a campaign around horizon lines: a symbol of where you’ve been, but always something further ahead. Rather than treating the horizon as simply a landscape, we used it as a moment of possibility: the point you decide to take the next step. The idea brings together five decades of material innovation, product proof, human stories and ambition, showing how the things GORE-TEX® Products have made possible since 1969 can give you the confidence to take your next step today.
The campaign spans mountain trails and city streets, archive products and new innovations, extreme pursuits and everyday movement. The heart of the campaign is a global brand film that compresses 50 years of GORE-TEX® Brand history into a journey from breakthrough to the future. Deliberately moving beyond the traditional image of the extreme outdoors athlete, the film places them alongside people simply finding reasons to get outside. The result? A celebration of what GORE-TEX® Products have enabled – and the ambition to keep going further.
The campaign spans mountain trails and city streets, archive products and new innovations, extreme pursuits and everyday movement. The heart of the campaign is a global brand film that compresses 50 years of GORE-TEX® Brand history into a journey from breakthrough to the future. Deliberately moving beyond the traditional image of the extreme outdoors athlete, the film places them alongside people simply finding reasons to get outside. The result? A celebration of what GORE-TEX® Products have enabled – and the ambition to keep going further.
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