W.L. Gore & Associates, Inc. has named Shine United strategic partner for its GORE-TEX® Running Footwear Business. The announcement comes on the heels of strategic consulting engagements conducted by Shine, including evaluation of marketplace adjacencies for the GORE-TEX® Technology brand. As strategic partner, Shine will be responsible for development of a comprehensive 2015 campaign slated to break in the fourth quarter.

“We've been amazed at how quickly Shine has grasped our brand, our product and our culture,” said Brian Gallagher, global marketing leader for GORE-TEX® Footwear. “We were looking for an agency partner that could really step on the gas to help us build this business. In a very fast time frame, Shine has proven beyond a doubt that they were the right choice for this rapidly growing and critical business unit in North America — with strong strategic thinking, breakthrough creative and turnkey client service.”

The campaign will focus on runners in inclement geographies throughout the U.S., employing a wide range of media including print, digital display, digital video, social media, content marketing and Gore digital properties.

“We're delighted to have been selected to help Gore pioneer yet another product category,” said Curt Hanke, Shine founder and CEO. “Our team has a wealth of experience marketing outdoor brands, and bringing those talents to bear on behalf of such a remarkable technology is a true pleasure. We intend to make some serious noise on behalf of the GORE-TEX® Technology in the running community.”