The Swiss ex-cyclist and current Olympic time trial champion Fabian Cancellara has been unveiled as a global brand ambassador for Gore Bike Wear.
With Cancellara, Gore is further expanding its technologies in the field of functional racing bike apparel. In addition to product development, the main focus of the partnership is communication integration – both in retail and in social media outlets. The Swiss cyclist will represent the brand at selected international events in the coming months and will be the main face of the new marketing campaign starting with the spring/summer 2018 collection.
“Gore is the perfect fit for me. Highest demands on quality and constantly searching for the perfect solution – that is what we have in common,” said Cancellara. “It’s the same as in a time trial; you have to give it all you’ve got and at the same time, have the best equipment made from the best materials. In the end, every little detail matters. Even in my professional career, I was always the first person wanting to test new prototypes in order to develop products further and to get the most out of them.”
“Fabian’s experience from professional sports is essential for us. We are convinced that apparel can only meet the high standards of our brand through thorough laboratory and road testing,” explained head of design Clemens Deilmann. “Fabian Cancellara fits perfectly with us, as he shows the same passion for products, innovations, and details as our development team.”
More about Fabian Cancellara and other athletes can be found here.