Tuesday, November 17, 2009
Gore-Tex undercover success
The company that make Gore-Tex (the waterproof breathable fabric) will launch themself into the casual footwear market. W.L. Gore & Associates, recently launched a marketing campaign called, "How Far Can One Pair Go?" The fabric is used as a lining in many preparatory shoe collections from companies such as Timberland Co. ; New Balance Athletic Shoe Inc.; and the Clarks Companies . The hiking boot category has remained strong on the market through the recession as people adjust to more pedestrian style holidays. According to the NPD Group Inc., US retail sales, and by contrast, the overall athletic footwear category for the 12-month period ending Sept. 30 were just under $18.6 billion, down 2.4 percent from the same period a year earlier. Part of the "How Far Can One Pair Go?" campaign is a partnership with Soles4Souls, an international shoe charity dedicated to providing shoes to people in need. The campaign encourages consumers to donate shoes or funds to the charity through the end of the year. The company said it will donate $5 to Soles4Souls for each pair of the new casual shoes with Gore-Tex technology purchased through Gore company website during the campaign, up to a maximum total donation of $10,000 (US).