The GORE‑TEX Brand continues its groundbreaking partnership with the Freeride World Tour (FWT) as a digital sponsor, fueling the second season of our digital hero campaign “Pushing the Limits”, released in three episodes. This year’s focus celebrates the sport’s evolution through the bold creativity of FWT head judges Laurent "Lolo" Besse and Bertrand (Berti) Dénervaud.
Lolo and Berti, former pro snowboarders turned FWT judges, bring invaluable expertise that shapes competition and scoring criteria, playing a vital role in the FWT community. Equipped with durable GORE‑TEX Gear, they thrive in harsh alpine conditions while mentoring athletes and ensuring fair judging standards.
Watch the Story Unfold: Inside the Minds of the Freeride World Tour Judges
Episode 1: The Middle Men
Episode 2: Preparing the Stage
Episode 3: Judging Day
Love It for Longer: The GORE‑TEX Gear Tour at the Verbier Finals
At the FWT finals in Verbier, Switzerland, the GORE‑TEX Brand hosted a dedicated booth offering free repairs through the GORE-TEX Gear Tour. Partnering with certified repair experts like Greenwolf, this initiative addresses seam fixes, zipper replacements, and patching, resulting in nearly 60 garments repaired over the course of the weekend.
Our plan was to do as many on-site repairs as we could – completely free of charge – across Friday, Saturday and Sunday. Within minutes of the village opening to the public, we had our first visitors. With them they brought GORE‑TEX Gear from the ages. From relatively new pieces with unexpected damage to well-worn gear dating back more than 20 years, the variety told a powerful story of use and longevity. Attendees also received care kits and maintenance tips, reinforcing the brand’s “Love It for Longer”-philosophy.
This initiative underscores our commitment to engineering durable products, extending product lifespans while reducing waste.
In the Village: Athletes and Insiders at the GORE‑TEX Brand Booth
Henrik Winstedt, the first-ever Freeride World Tour champion, knows that conquering rugged terrain starts with reliable gear. That’s why he stopped by the GORE‑TEX Brand booth for a free repair, extending the life of his trusty GORE-TEX Pants:
Dom Daher: Renowned FWT adventure photographer Dom and our last year’s protagonist in “Pushing the Limits” series, returned to collaborate with the GORE‑TEX Brand. His reel emphasizes the importance of proper gear care to maintain its performance.
