In the 40 years since Gore-Tex was invented, the waterproof fabric has become synonymous with the rough demands of outdoor sports. But to make sure clothes and gear made with it are up to the challenges of rain, snow, rocks and dirt, the company puts them through a grueling testing process.
An anthem film from AKQA highlights the machines and people who put Gore-Tex gear through its paces. Gloves inflate, a rack of boots stomp, metal clamps stretch and pull over and over again. But laboratory conditions aren’t enough.
Joining in the fun are athletes who took Gore-Tex out for a real-world test run. Mountaineers Tamara Lunger, Robert Jasper and Hirotaka Takeuchi summit peaks and climb cliffs, and skiing freerider Greg Hill faces the elements in a jacket and gloves.
Runner Daniel Jung splashes through streams without missing a step, and photographer Jennifer Bin climbs the roofs of buildings high above the pavement to take pictures of the city from a unique vantage point.
Gore-Tex is soliciting more real-life footage from athletes. If chosen, it will run as part of the campaign on social media and at the new brand site, also redesigned by AKQA.