BBC Music’s Sound of 2018 winner Sigrid has partnered with performance apparel brand GORE-TEX®, as their 2018 brand ambassador. Sigrid will be championing the brand’s evolution as they release the GORE-TEX® INFINIUM™ product brand which is designed to complement an urban environment with its breathable material. GORE-TEX’s innovative step towards an urban range aligns with their vision to become an experience brand and to connect with a younger generation, and music will be at the centre of this direction.
Having grown up in Norway, Island Records’ rising star has always immersed herself in the outdoors “ I love GORE-TEX® products and I’m happy to be associated with the GORE-TEX® brand. From being active all my life, I know the value of apparel that keeps you comfortable be it at the Fjords of Norway or in London downtown, and GORE-TEX® stands for the very best,” Sigrid said.
Sigrid will be seen wearing items from both outdoor and urban collections, and has already attended GORE-TEX®’s Infinium product launch in Berlin in January.
“Sigrid is the perfect ambassador for GORE-TEX® brand evolution. Through her music and her lifestyle she inspires people to live their dreams and follow their passion."
Achim Ewers zum Rode, Global Brand & Consumer Strategy Leader for the W.L. Gore & Associates Fabrics Division