Any journalist will tell you that some press events are more fun than others, but last week’s certainly has to be up there with the best. FE was invited to a bit of a mystery adventure day to celebrate the launch of Surround Product Technology by Gore-Tex.
Of course, Gore-Tex is known for its waterproof and breathable properties that keep the bad weather out and the warmth in, but I was really hoping that we were not putting this to the test too much in any sort of extreme conditions. Gore-Tex boots may be made for walking but, when it comes to scrambling over rocks or scaling any sort of mountain face, I am most certainly not.
Imagine my relief therefore when the event in question turned out to be a champagne flight on the London Eye, followed by an informative seminar about the properties that are unique to Gore-Tex technology. Of course there is always the risk of blinding your audience with science - particularly when they are still slightly wobbly-legged from the Eye – but, ever-prepared, Gore-Tex had overcome any possibility of that by hiring none other than Johnny Ball.
All in all, it was the perfect way to launch Surround Product Technology to the trade. Thank you Gore-Tex, and we look forward to seeing your distinctive little black diamond on more footwear brands than ever throughout 2012.
Christina, editor of FE magazine x
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