Gore Wear is one of the leading brands for functional, innovative cycling and running apparel and started in Fall/Winter 2018 with its first dedicated XC ski collection as a selected launch. Norwegian company Madshus is the oldest still existing ski manufacturer in the world and one of the globally leading brands for XC skis, boots and poles. Both brands underline their common brand values and their focus on highly innovative premium products in the same market – while offering completely different products: skis (boots and poles) on the one side, apparel on the other side.

Apparel manufacturer Gore Wear and Norwegian cross-country skiing brand Madshus have started an official brand cooperation by Fall/Winter 2018. The cooperation includes common communication in (social) media, websites and direct to consumer communication, event participation, photo and video production as well as expert exchange, and common activations on retail level.

Ward van Duffel, business leader for Gore Wear said that, “We are really happy with this partnership. Together with such a credible brand like Madshus, we are confident to excite consumers with our new XC Ski apparel collection.”

Nils Hult, CEO, Madshus said that,“Gore Wear fits perfectly to us. With their global setup and a reputation as innovation leader for functional clothing, they help to support our outreach to new consumers.”

While Madshus has an extremely close relationship with Biathlon-legend Ole-Einar Bjørndalen and has been working with him for 15 years. The most successful biathlete in history is deeply involved in the development of these skis. Mr Bjørndalen now also acts as a consultant for Gore Wear to bring in his expertise from decades on XC-skis, the Norwegian company explains.