Interactive GORE-TEX® exhibition Tours the Country

31.10.2009

The GORE-TEX® products Experiential Rig is touring the country for the next few weeks allowing consumers to experience the benefits of its technologies and learn about the incredible range of activities and brands that rely on GORE-TEX® products.

For over 50 years W.L. Gore & Associates has been delivering solutions that make people's lives easier, safer and more comfortable. The company's best-known brand - GORE-TEX® - established the market for functional fabrics and has remained a market leader throughout that time. The GORE-TEX® products Experiential Rig enables consumers to better understand the product range and their applications.

From running to motorcycling to hill walking, mountaineering and snowsports there are garments, footwear and accessories to suit every level of participation. There are also examples of products from Gore's lifestyle brand partners that offer consumers waterproof breathable performance on an everyday basis. The list of brands exhibiting on the stand reads like a who's who of the garment, footwear and accessories industries. The Rig brings together names including Arc'Teryx, Berghaus, Clarks, Craghoppers, Dubarry, Ecco, Mountain Equipment, Musto, Rukka, Salomon, The North Face, Terra Nova and Trekmates. The diversity on offer demonstrates the extensive use of the brand's products and highlights the strength of the GORE-TEX® brand.

As well as showcasing the very best products from its brand partners, the Experiential Rig is an interactive exhibition space made up of various sensory experiences that demonstrate the physical benefits offered by GORE-TEX® membranes. On the Climate Cube you choose from a range of activities, each of which takes you - and your feet - through a variety of the most extreme weather conditions you are likely to experience. Standing in the Climate Cube you have the choice between a motorcycling, commuter or hiking experience. As you go through the simulation of your choice, your feet are inflicted to freezing cold, intense heat and the wet. All the while - thanks to your GORE-TEX® footwear your feet remain comfortable and dry.

Getting 'hands on' with the Glove tester is another experience on the Rig that brings the benefits of Gore's 2 in 1 glove technology to life. This technology is designed to give optimum grip when you need it, without compromising on warmth thanks to a double chamber construction. In the simulator consumers hold a Ski Pole inside the Glove Tester, then the gloves are sprinkled with water to demonstrate the gloves are waterproof, blown dry with warm air to demonstrate climate comfort and are then engulfed with cold air to demonstrate extreme weather conditions. The final demonstration comes in the form of the Tri-Tester that allows the participant to feel the waterproof, windproof and breathable qualities of GORE-TEX® fabric.

The overall aim of the campaign is to increase familiarity with the GORE-TEX® brand and to educate consumers about the importance of wearing the right products for different environments. Interaction with the simulators is a key part of demonstrating the fit-for-purpose message because they allow the consumer to understand that using the right products can improve performance and enhance whatever outdoor activity they enjoy.

Additional information is available about the products, technologies and the Experiential Rig Roadshow itself through a dedicated microsite. Visit www.gore-tex.co.uk and click on the link.

Locations for the GORE-TEX® Products Experiential Rig Roadshow are:

27/10 - 01/11 The Trafford Centre, Manchester
05/11 - 08/11 Silverburn, Scotland
10/11 - 15/11 Meadow Hall, Sheffield
17/11 - 22/11 Westfield, London