W.L. Gore, the company that makes Gore-Tex, which is celebrating its 50th anniversary this year, will see its linings in more trail running shoes in 2009. Already the company’s performance materials are found in more than 20 footwear and apparel brands, including Marmot, Arc’teryx, Spyder, Adidas, New Balance and Vasque. The new trail running lines will address the biggest comfort concerns of runners: perspiration’s slow evaporation in the summer and accumulation in the winter, and the saturation of socks and footbeds when running in wet conditions. In the German speaking countries, Gore offers its newly created “Gore-Tex eJournal”, an online solution for retailers who like to put out an Internet magazine for its endconsumers. The dealer can customize the contents provided by Gore to the needs of his or her customers. The pilote project is, for the time being, limited to Austria, Germany, and Switzerland, but shall be extended to other European countries once it proved success in the region.
