Gore-Tex has enlisted a Norwegian singer and composer, Sigrid, as its new brand ambassador. It says it selected her to appeal to a younger and more urban consumer target. The 21-year-old artist, who won this year's BBC Sound Award, recently participated in the launch of the Gore-Tex Infinium range of products at Gore-Tex' new showroom in Berlin. Her full name is Sigrid Solbakk Roobe.

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