Live brand experience: Summer comes early for Gore-Tex

Gore-Tex has used a live brand experience to launch a new range of shoes and given potential clients a reminder of summer at the same time.

The Deck at the National Theatre was made into an idyllic summertime theme complete with picnic blankets laid out on a lawn.

It was created by The MotivAction Group who finished off the transformation with an assortment of garden furniture and small touches such as butterflies,ivy and other garden themed decor.

Examples of the shoes which have the new Surround technology incorporated into them were paired up with items showing the scenarios which would be good for each pair.

With 45 different designs to choose from the new range has a pair ideally suited to walking the dog and another pair good for a city break.

The Surround system is designed to provide the perfect atmosphere for feet, keeping them at the right temperature for the situation in which they are being worn.

Placing items associated with the different times they would be worn is an effective way of marketing the shoes as it helps sell the concept to potential clients.

In order to explain more about how the SURROUND aspect of the shoes works, veteran television presenter Jonny Ball addressed those in attendance with an informative speech.

He was a good choice of speaker as he is known for his scientific knowledge, but also has a fun manner of delivery.

Getting a well known person to explain a product can be a good idea as designers and in-house representatives may know the product inside out, but presenting it to clients is a specialised art.

Angela Robb, footwear associate at Gore-Tex, said: "I speak on behalf of everyone in the Gore team when I say that thanks to The MotivAction Group’s attention to detail, commitment, understanding and team work, the event went absolutely perfectly."

Gore-Tex is a waterproof and breathable fabric, which was patented in America in 1976 and is used to make a wide range of mountain wear.