Shine Lion Shine United

Case Study: Integrated Brand Campaign

Gore-Tex Running

Creating awareness and trial for an ingredient brand

Case Studies / Gore-Tex Running


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.

A truly “do-everything” integrated campaign targeting runners in inclement environments


A truly “do-everything” integrated campaign targeting runners in inclement environments, including print advertising, digital advertising, weather-triggered local advertising, pre-roll advertising, social media, a new website, retailer materials and messaging at the GORE-TEX® Philadelphia Marathon, for which the brand is the signature sponsor.

In sum, a breakthrough campaign for a breakthrough technology — leading to an 11% increase in consumer perceptions on key attributes and an 8% increase in consideration by non-owners. In addition, the campaign was heralded by licensee partners and retailers — meaning affinity throughout the channel and the funnel alike.

01 / Display Video
02 / Website

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03 / Print Advertising
04 / Digital Advertising

Ad Animation

Ad Animation

Ad Animation


“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.”

— Brian Gallagher, Global Marketing Leader