The Partner GORE-TEX Needed—Not Just an Agency

When GORE-TEX — one of the most coveted ingredient brands in the world — reached its global moment, it needed more than an agency. It needed a trusted command center. With media, insights, and analytics scattered across Germany, Austria, Sweden, Japan, South Korea, China, and the United States, the brand faced spiraling costs, fragmented reporting, and diluted impact. Consolidation wasn’t a luxury — it was mission critical. That’s when GORE-TEX turned to Left Off Madison.

We didn’t just devise media plans — we engineered a hub-and-spoke ecosystem. Left Off Madison became the central operational spine for all GORE-TEX markets, aligning strategy, media, insights, and analytics under one unified framework. From budget discipline to activation workflows and standardized reporting, we brought clarity, control, and efficiency to a complex global effort. Trust followed — and we were asked to lead the U.S. market outright.

In the U.S., the mandate wasn’t just growth. It was evolution. GORE-TEX needed to hold its authority with core loyalists while expanding into new lifestyle-driven segments. We defined two critical audiences: Independent Explorers — expedition athletes and mountaineers in their 40s, true believers in performance — and Cosmopolitan Adventurers — urban runners, cyclists, and style-conscious consumers in their 30s who value aspiration as much as durability. Expanding the tent without compromising the brand’s soul became our blueprint.

The outcome was a centralized growth model that delivered more than efficiency — it delivered opportunity. Budgets worked harder, insights worked smarter, and creative alignment finally had room to scale. What began as a need for media consolidation became a foundation for transforming how a global legacy brand reaches its future customers.

GORE-TEX didn’t need just another agency. It needed a partner crazy enough to take control — and disciplined enough to make it work.