Experience more.

Experience more.

Experience more.Introduction

This is an exciting time for everyone connected with the GORE-TEX® brand—from licensees to retailers to consumers.

The GORE-TEX® brand is one of the most important and most trusted brands in the outdoors. The coming year will see changes that will continue to strengthen that position.

GORE-TEX® Brand Power*

*Source: 2005 Gallup Poll of 219MM U.S. Adults

Experience more.Introduction

We are investing in the GORE-TEX® brand to support your business with the strongest and clearest package ever. This includes:

Updated brand architecture to make it easier for consumers to find what they need.

A streamlining of the product offering to help you guide consumer choice.

New technologies that deliver on the promise of innovation.

Bold, compelling visual identity and advertising that differentiates our products in crowded media and retail environments.

Experience more.Brand Communications

The new GORE-TEX® brand design gives the brand a strong visual identity in overcrowded media environments. It creates a compelling connection to the natural world and how nature has inspired technical innovation.

The communications are built on the central theme or tagline, “EXPERIENCE MORE.” This is an invitation to consumers—a call to action—as well as a promise from the GORE-TEX® brand.

Experience more.Brand Architecture

Research indicates overwhelming evidence that:

Consumers trust the GORE-TEX® brand

They look for the GORE-TEX® brand at retail

To strengthen this connection and reduce consumer confusion we are eliminating any sub-brands and focusing all energy and activities on building the GORE-TEX® brand.

All communications will be signed off with the GORE-TEX® products logo. One brand. One voice. One result—clarity that will help you sell more GORE-TEX® products.

Experience more.Brand Naming Structure

Our naming structure has been developed to:

Focus on building the GORE-TEX® brand

Reinforce “Best in Class” positioning

Simplify consumer purchasing decisions

Provide a platform to promote current and future innovations

Experience more.Garments Naming Structure

Garments & Enabling Technologies

All GORE-TEX® garments fall into one of four product ranges.Each represents a unique set of performance characteristics based on consumer needs.

The universal GORE-TEX® brand attributes—waterproof, windproof protection, breathable comfort and the GUARANTEED TO KEEP YOU DRY® promise—apply to all product ranges.

*The enabling technologies can and will be used across multiple product differentiators.

Experience more.Enabling Technologies

AIRVANTAGE® Insulation Technology

A patented adjustable insulation system that uses air to instantly change the insulation whentemperature or activity levels change. If the wearer is too cold, he inflates the AIRVANTAGE® vest built into the garment. Too warm, and he simply deflates the vest.

GORE™ Comfort Mapping Technology

Improves comfort by strategically placing different GORE-TEX® fabrics in specific locations in agarment. Each fabric is carefully chosen to enhance breathability, comfort against the skin, warmthand fit. Advanced sealing techniques join the inner fabric surfaces.

GORE™ Micro Grid Backer Technology

Used in three-layer GORE-TEX® Pro Shell garments. Improves internal abrasion and snagresistance, enhances breathability and decreases weight. It also allows outerwear to slide easily over midlayers.

Extreme Wet Weather Construction

Garments with this construction are engineered to pass Gore’s most aggressive rain test. These garments deliver superior protection against extreme and extended wet weather conditions through the use of advanced product design techniques.

Experience more.Innovation Spotlight

GORE-TEX® Pro Shells with GORE™ Micro Grid Backer Technology

GORE-TEX® Pro Shell with GORE™ Micro Grid Backer Technology gives the most demanding enthusiasts what they have been seeking for years: a lighter jacket with increased durability.

The internal backer fabric used has a unique structure that enhances breathability while reducing weight and internal abrasion. By moving more smoothly across the midlayers, the garment is more durable, more comfortable.

Experience more.Glove Naming Structure

Products & Enabling Technologies

GORE-TEX® gloves utilize the same naming system to focus consumer purchasing decisions.

All GORE-TEX® gloves keep hands warm and dry by providing waterproof and windproof protection and breathability.

Experience more.Enabling Technologies

GORE-TEX® Gloves with XCR® Product Technology

Optimize comfort and keep hands warmer and drier longer by providing waterproof and windproof protection and additional breathability. GORE-TEX® Gloves with XCR® Product Technology are ideal for higher activity levels in cool and cold conditions.

GORE-TEX® Gloves with GORE™ 2 in 1 Technology

Designed for different activity levels and changing outdoor conditions. Offer two levels of warmth andimproved tactility in one glove with durably waterproof and windproof protection and breathability.

GORE-TEX® Gloves with X-TRAFIT™ Product Technology

Ideal when a close fit and high tactility is desired. They offer improved dexterity combined with durably waterproof and windproof protection and breathability.

Experience more.Innovation Spotlight

GORE-TEX® Gloves with GORE™ 2 in 1 Technology

GORE-TEX® Gloves with GORE™ 2 in 1 Technology provide a single pair of gloves with two chambers—one for greater warmth, one for more dexterity.

Regardless of the chamber, GORE-TEX® gloves always deliver best-in-class waterproof, windproof and breathable performance.

Use grip chamber for: Zipping, gripping, adjusting boots and putting on and taking off glasses and goggles.

Use warm chamber for: Added warmth on lifts, downtime, reduced activity levels or when conditions turn colder than expected.

Experience more.Footwear Naming Structure

Products & Enabling Technologies

GORE-TEX® footwear also utilizes this naming system to focus consumer purchasing decisions.

All GORE-TEX® footwear keeps feet dry and protected by being waterproof and breathable, and is engineered to provide optimized climate comfort.

Experience more.Footwear Naming Structure

GORE-TEX® Footwear with XCR® Product Technology

Ideal for moderate or warmer conditions and during higher output activity levels. GORE-TEX® footwear with XCR® product technology keeps feet dry and protected with guaranteed waterproofness and enhanced breathability.

Experience more.Comfort Spotlight

Climate Management System for Comfort

All GORE-TEX® footwear is constructed to maximize comfort across a wide range of activity levels and environmental conditions—from indoor to outdoor, short-term wear to all day use, light recreation to highly active pursuits.

Proprietary technology allows for footwear to be tested prior to construction. More than one million pieces of data and 10 years of product intelligence are accessed to ensure footwear meets the highest performance standards in the footwear industry.

The interaction of all materials is analyzed through virtual construction models.The result: footwear proven to keep feet in the comfort zone under all conditions.

Experience more.The GORE-TEX® Brand Strategy

We have chosen the best path forward for the GORE-TEX® brand based on extensive research.

In all product categories the GORE-TEX® brand will be featured.

For garments, this means taking time to explain the benefits of each new product differentiator to consumers. We will demonstrate how they meet their different needs. This will be done under the GORE-TEX® brand umbrella.

Examples of this will be seen in:

POP

New Hangtags

Web site

External Product ID

There will be a transition period for footwear and accessories during which the XCR® product descriptor will remain for up to 2 years on hangtags. Research indicates that there is enough equity

in the XCR® product descriptor to keep it temporarily; however it is not strong enough to invest in moving forward.

Experience more.Hangtags

New hangtags aid consumer selection of GORE-TEX® brand products at retail.

Experience more.Marketing Support

Experience more.Brand Communication

Media Support

The horizontal and vertical reach exposes hard-core customers and the recreational audience looking

to upgrade to the GORE-TEX® brand message.

Sample Schedule

Experience more.Brand Communication

Sponsorships

Support for outdoor groups and causes extends the brand message further and cements Gore’s position as a credible leader in the outdoor experience.

American Mountain Guide AssociationContinental Trail DivideAccess FundBig City MountaineersConservation Alliance

In-Store Support

The new visual identity and brand advertising have been adapted to continue the compelling message in-store and transform lookers into buyers.

Point of PurchaseDistance Learning - 3.5 On-line trainingWholesaler Rep TrainingComprehensive POP Package

Experience more.Brand Communication

Public Relations

Press Trips

News Releases

Product Seeding- 300 Retail Doors- 50 Journalists- 350 Key Athletes

Online Support

New consumer Web site focuses on product benefits.Uses Evidence Communications to reinforce best-in-class status.Improved store finder makes locating GORE-TEX® products easier.

Experience more.Brand Communication

October19 - 21 Seattle, WA Adventure Travel World Summit24 Torrance, CA Reel Rock Film Tour stop25 Santa Monica, CA Reel Rock Film Tour stop26 San Diego, CA Reel Rock Film Tour stopNovember3 - 5 Portland, OR Annual Portland Ski Fever & Snowboard Show9-11 Portland, OR Sportsman’s Warehouse Retailer Visit16-18 La Vista, NE Cabela’s Grand Opening Event20 - 25 West Yellowstone, MT Yellowstone Ski FestivalDecember11/30 - 3 Beaver Creek, CO World Cup Ski - Birds of Prey Event8 - 9 Snowmass, CO NBS - Early Season Warm Up15 -17 Copper, CO Copper Village Event January12 - 15 Detroit, MI Annual Ultimate Fishing Show17 - 19 Copper, CO US Freeskiing Open22 - 25 Las Vegas, NV SIA 07 Trade Show27 - 30 Salt Lake City, UT Outdoor Retailer 2007 Winter MarketFebruary20 - 24 Crested Butte, CO US Extreme Freeskiing Championships24 - 27 Steamboat, CO NBS Annual EventMarch9 - 11 Freeport, ME L.L. Bean Flagship Store14 - 18 Stratton, VT Burton US Open 2007 Snowboarding Championships22 - 25 Aspen, CO Aspen Spring JamApril3/30 - 1 Crested Butte, CO Slush Huck6 - 9 Copper, CO Copper Sunsation12 - 15 Monterey, CA Sea Otter Classic 200720 - 22 Whistler, BC Telus World Ski & Snowboard Festival

Event Support

GORE-TEX® and WINDSTOPPER® productspresent the Know What’s Inside Tour

Experience more.Retail Partnerships

Gore wants to partner with you to drive traffic, support retail floor staff and generate consumer excitement.

National

GORE-TEX® and WINDSTOPPER®

products present the Know What’s Inside TourThis 30-week, cross-country, hands-on tour gives consumers a chance to pull back the curtain and look at the testing and technology that keeps Gore’s products ahead of the pack.

Coat DriveConsumers visit retailers and donate gently worn outerwear. In return, they receive purchase incentives.

Scratch-off PromotionPrizes include adventure trips, outdoor gear and cash rebates.

Media BlitzIncludes PR events and placements, trade show presence, online programs and direct mail campaigns.

Local

Marketing SupportIncludes powerful POP materials, customized marketing and POP pieces and event support.

Staff TrainingAdd to sales staff effectiveness with demo materials, product selling cards and convenient training programs.

Store VisitsGore reps visit locations to provide merchandising help, assist in the set up of POP materials and answer any questions.

TurnkeyThese hassle-free programs are designedto educate consumers on the benefits of Gore’s fabrics and create insistence within your store.

Experience more.Know What’s Inside Retail Program

Experience more.

© 2006 W. L. Gore & Associates, Inc. - GORE-TEX®, Paclite®, X-TRAFIT TM, XCR®, AIRVANTAGE®, WINDSTOPPER®, GUARANTEED TO KEEP YOU DRY®, GORE® and designs are trademarks of W. L. Gore & Associates 1-800-431-GORE