In The Slipstream with the GORE-TEX® Brand

In March 2023, the GORE-TEX® Brand set out on a three-day bike ride from Seattle to Portland. Beinghunted. developed the concept and produced the campaign, a 220-mile route that crossed state lines, forests, mountains, and lowlands.

Two riders who call Washington home led the way. The route ran from Seattle through Olympia and Centralia to Portland, taking the products from the city into the outdoors and back.

Photographer Adam Katz-Sinding and videographer Sam Hanson documented the tour and produced an extensive visual report of the full route.

Functional wear is usually shown in one register at a time, either as urban apparel or as technical outdoor gear. Beinghunted. built the ride to hold both in a single frame, following the products from the cityscape into the backcountry and back to show how far one garment can travel.

Locality carried the concept. Beinghunted. worked with riders who know the region’s roads and weather first-hand rather than casting for appearance. That put each GORE-TEX® Technology in the environment it was made for, and let the landscape make the case for its versatility.