A rainy day in the city doesn't sound like something folks at GORE-TEX® would normally trouble themselves with. Typically a champion of the rugged outdoors, the purveyor of the outdoor industry's flagship waterproof technology is normally positioned as a solution for hard-core athletes like climbers and skiers.
But in their latest print advertising, featured in GQ Magazine's September issue, the brand targets urban dwellers looking for a fashionable, waterproof boot for those walks through flooded city blocks.
The ad reads: "A gray, rainy day in the city. You can't walk ten feet without hitting a puddle. So, if you plan to be out in the city today, a fashionable pair of waterproof, breathable GORE-TEX® shoes is essential. They're durably waterproof and breathable enough to keep you comfortable through hours of urban exploring."
The technology, typically featured inside jackets and other winter gear from brands like Patagonia and Arcteryx, can now be found inside stylish shoe brands such as Timberland, Tretorn and Danner. It seems wise for GORE-TEX® to extend its reach in this way, especially given the growing desire for footwear with hybrid capabilities.