Gore has unveiled Fabian Cancellara as a new global brand ambassador for the Gore Bike Wear brand. The former Swiss ex-cyclist and Olympic champion is one of the most successful cyclists of all times, with victories in cycling classics such as the Tour of Flanders and Paris-Roubaix, along with four World Championship titles and two Olympic gold medals. Cancellara will actively contribute to the development of functional cycling clothing for the brand. Alongside product development, the partnership will primarily revolve around communication, in both retail and social media outlets. The cyclist will be the main face of the new marketing campaign starting with the spring/summer 2018 collection. Cancellara will also represent Gore Bike Wear at selected international events in the coming months. To kick off the cooperation with the champion, the brand is launching an exclusive challenge on Strava, the social network for cyclists. More information will be available as from mid-May at goreapparel.com. Gore Bike Wear has its own club on Strava, with more than 2,000 members added since the end of 2016.