GORE BIKE WEAR™ Brand Launches New U.S. Website

(ELKTON, Md. – August 20, 2008) The GORE BIKE WEAR™ brand has launched a compelling new consumer Web site that allows consumers to purchase its products online.

The new gorebikewear.com has been completely re-designed and includes a robust product selection and e-commerce functionality as well as much more information about the brand's cutting-edge fabric and design technologies.

“The user experience will be greatly improved” says Jay Herring, sales leader for GORE BIKE WEAR™. "Improved navigation, much more detailed product descriptions, and the ability to offer consumers the opportunity to buy products on-line immediately are just some of the new improvements."

Rather than following the standard “dealer locator” model where consumers are provided a link to a retailer’s site but then have to find the product, gorebikewear.com provides the consumer with a “buy it now” link that delivers the consumer directly to the shopping cart page on the approved retailer’s site, allowing a seamless online purchase.

"Our brand is our most valuable asset, and as we seek to grow it selectively through traditional brick and mortar retailers, it is just as important to carefully select the proper e-tail partners," notes Herring. "By choosing to partner with the industry’s top e-tailers, GORE BIKE WEAR™ is able to sustain a high level of authenticity and brand prominence."

The site also contains an interactive Store Finder that allows consumers to locate stores near them selling GORE BIKE WEAR™ products.

In addition to the U.S. site, the GORE BIKE WEAR™ brand is also launching new sites in 14 countries and seven languages across Europe, where it has a 20-year heritage and is a top cycling brand. This global network is a key part of the growth strategy for the business.

ABOUT GORE BIKE WEAR™: The GORE BIKE WEAR™ brand offers the cyclist the highest possible level of comfort in conjunction with optimum protection. For over twenty years, the membrane specialist W. L. Gore & Associates, Inc., with its brand GORE BIKE WEAR™, has been synonymous with high-tech functionality and consistent premium quality. Its functional products are subjected to ongoing improvement and refinement to meet the stringent requirements of demanding cyclists.