In The News: CEP, W.L. Gore, Salomon
CEP Compression this week launched its Infrared Recovery Sock, MSRP $49.95, which integrates Smart Infrared with compression technology. The company says the “game-changing” sock helps improve microvascular circulation to shorten recovery time and ensure legs feel rejuvenated quicker than ever.
While the sock is designed to help prepare muscles before training or competing, and after for recovery, it can be worn anywhere, anytime thanks to a soft, slim profile and a variety of colors to choose from. The sock features lyocell fibers for moisture management, breathability, and comfort throughout the lower leg. Infrared technology is embedded in the yarn of the sock to convert body heat into infrared radiation to improve circulation and boost the recovery process. The Infrared Recovery Sock also features a medical grade compression profile to improve circulation and provide more oxygen to muscles, according to CEP.
W. L. Gore & Associates (Gore) is introducing a new GORE-TEX Campaign, titled “Our Work is Never Done,” for the consumer business of its Fabrics Division. The campaign will be released globally on Friday, September 16 on multiple digital platforms and gore-tex.com. It will celebrate the introduction of new GORE-TEX Products in the AW22 season, showcasing “the four decades of innovation from Gore’s Fabrics Division.” The story shares the journey, through scientific knowledge, to develop high-performing product technologies that provide durable waterproof, windproof and breathable protection. At the end, the campaign introduces new GORE-TEX Products that represent Gore’s ongoing sustainability journey.
To inject a sense of infectious energy and tongue-in-cheek humor into the campaign, Gore worked with AKQA’s Berlin Studio to select up-and-coming Canadian director CARAZ, who recently won two golds for her short film at Cannes. Shot with a kaleidoscope of colors and a full spectrum of shooting formats, the approach from CARAZ showcases the brand in a fresh perspective, blending heritage and innovation with science and style.
Salomon has unveiled a new brand signature, updated logo, and brand campaign video as part of the company’s objective to inspire a new, younger audience of outdoor enthusiasts and athletes to “unleash the best version of themselves.” The new “Tomorrow is Yours” Salomon brand signature and campaign video are based on the belief that by tapping into the inventor that lives within all of us, and by daring to reach our full personal potential, each of us can play a role in shaping the positive future we imagine. View the new Salomon campaign video below: