A real problem with an invisible solution. The problem? Millions of runners across the country, consistently cast indoors due to cold, wet and windy conditions — transforming their favorite pursuit into a miserable tale of numb toes and soggy socks. The solution? A GORE-TEX® liner in shoes like Asics, Brooks and Saucony that protects runners' feet in an environment that is windproof, waterproof and breathable.
Enter Shine United, tasked by W.L. Gore & Associates, Inc. with building awareness and consideration for their legacy GORE-TEX® technology in yet another product category.
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“We've been amazed at how quickly Shine has grasped our brand, our product and our culture. We've traditionally approached the running category from an ingredient perspective. We decided a few years ago to change that approach, and Shine was instrumental in helping us change the strategy and the messaging. Shine came to the table very prepared and drove us to think about the category in a different way. We ended up with great creative that was well received not just by consumers, but also our licensee base and retailers.”