Gore Bike Wear becomes Gore Wear

Gore Bike Wear and Gore Running Wear are now to be known simply as Gore Wear.

The apparel brand owned by W. L. Gore & Associates will promote the switch in advertising starring its new global brand ambassador Fabian Cancellara. The Swiss former pro cyclist and current time-trial Olympic champion will be the central focus of the the "AlwaysEvolve"

The change comes in to force for the spring/summer 2018 clothing rage, which expands to include more base layers and accessories such as gloves and socks.

"This brand evolution is a clear commitment to always evolve," said Gore Wear’s global business leader Jay Herring.

The name switch also involves a change of logo.

"The new logo is aligned with the famous Gore-Tex wordmark to communicate a shared history and current and future commitment to quality, technology, and reliability," said Herring.

He added: "All products will come with a new naming system, guiding retailers and consumers to the right product for each individual need. Gore will work step by step with its retail partners during this process and provide all assets and tools necessary to ensure a successful spring/summer 2018 season launch."

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