The renowned French outdoor brand Lafuma, with over 80 years of history, has further deepened its collaboration with Gore this year. Together, they have launched a series of new products embodying the FiT (Fashion into Technology) concept, with the standout being the Lafuma F.X Smart Modular Technology Shoes. The industry widely recognizes that this product line has elevated the concept of fashionable outdoor gear to new heights.
Moreover, since officially entering the Chinese market at the end of 2010, Lafuma has been the sponsor of the "Endless Experience" – Gore-Tex's "Realize Your Outdoor Dreams" campaign for three consecutive years. This also implicitly demonstrates the mutual commitment to cooperation in mainland China. In the eighth edition of the Gore-Tex "Realize Your Outdoor Dreams" campaign in 2014, Lafuma once again garnered widespread attention as the main sponsor of the Sina sub-site, the primary registration platform for the event.
The collaboration between these two giants has a long history, dating back to 1990 when they jointly launched the first Gore-Tex product in Lafuma’s brand history
Experience the Boundless – The Gore-Tex® “Outdoor Dreams Come True” Campaign originates from the Shipton Tilman Expedition Fund Award established by W.L. Gore & Associates. Eric Shipton, hailed by mountaineering historians as the “Uncrowned King of Everest,” discovered the southern route to the summit of Mount Everest and made pioneering expeditions and climbing achievements in Africa, India, the Karakoram Range, and Patagonia. To honor Shipton’s adventurous philosophy of climbing, exploring, and discovering the uncharted on the map, W.L. Gore & Associates created the Shipton Tilman Expedition Fund Award in his name and that of his partner Tilman. Starting in 2007, Gore has launched the Experience the Boundless – Gore-Tex® “Outdoor Dreams Come True” Campaign for outdoor enthusiasts across China.
The eighth edition of the Gore-Tex® “Outdoor Dreams Come True” Campaign received a total of 16,103 travel proposals, including 8,678 outstanding proposals and 7,425 “New Explorers’ Dream Destinations.” These covered various categories such as mountaineering, hiking, trekking, road trips, and photography. The richness and high quality of the content reached an all-time high. The Sina sub-site served as the largest traffic source for campaign submissions. This was closely tied to the extraordinary influence of both the Lafuma brand and the Gore-Tex® brand.
According to the proposal data, the proportion of traditional major activities like mountaineering is gradually declining, while more accessible options for “amateur adventurers” such as hiking, trekking, and photography are becoming increasingly popular. The outdoor leisure trend advocated by Lafuma is also well reflected here. After all, high-end outdoor activities can sometimes be too niche, whereas outdoor experiences that everyone can participate in possess enduring vitality.
It is understood that Lafuma and Gore-Tex® will engage in broader collaborations in the future. For more updates, please stay tuned to Lafuma’s official website. Let’s look forward to what’s next.
Additionally, to check out the latest products jointly launched by Lafuma and Gore-Tex®, you can visit Lafuma’s official Tmall flagship store at http://lafuma.tmall.com, where surprises and new arrivals await continuously.