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Gore Bike Wear recruits experienced road cyclist

Swiss cyclist Fabian Cancellara, a two-time Olympic time trial champion, has signed up as a global brand ambassador for Gore Bike Wear, the cycling apparel division of WL Gore.

He retired in October 2016 after a 16-year professional career. Gore Bike Wear said he remains passionate about cycling.

Mr Cancellara explains his involvement in the project: “Gore Bike is the perfect fit for me. The highest demands on quality and constantly searching for the perfect solution – that is what we have in common. It’s the same as in a time trial: you have to give it all you’ve got – and at the same time have the best equipment made of the best materials. In the end, every little detail matters. Even in my professional career, I was always the first person wanting to test new prototypes in order to develop products further and to get the most out of them.”

Gore Bike Wear said it “sees great potential” in the collaboration because Mr Cancellara will “actively contribute” to the development of its products, as well as serving as a brand ambassador. He will also represent the brand at selected events in the coming months and be the main face of the marketing campaign for the spring/summer 2018 collection. 

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