The Goal

The North Face - The Goal
  • RAISE CONSUMER AWARENESS
    of The North Face to new audiences while maintaining brand authenticity

The Plan

The North Face - The Plan
  • FOCUS
    on storytelling opportunities rooted in the origins of the brand
  • REPOSITION
    The North Face brand
  • REGAIN
    the brand’s relevance within the outdoor community

The Execution

The North Face - The Execution
  • STORYTELLING OPPORTUNITIES
    shined light on the brand’s key pillars- technical innovation, product development, athlete inspiration and heritage
  • UTILIZED NEW PRODUCT LAUNCHES
    and technical innovations to drive trial
  • IMPLEMENTED A STRINGENT EVALUATION PROCESS
    for all inbound media, influencer and TV/film placement opportunities to ensure the brand’s products were always positioned in an authentic manner
  • FORGED DEEP RELATIONSHIPS
    with high priority consumer media by encouraging participation in The North Face-owned events
  • CREATED EXPERIENTIAL EVENTS
    and opportunities for media to interact with The North Face athletes and products

The Results

4.5 BILLION CONSUMER MEDIA IMPRESSIONS in 2014

up from 1 billion in 2011

DURING A 10-YEAR ARC,

the brand has reached its goals: it repositioned itself and regained relevance within the outdoor community

SALES HAVE SKYROCKETED

in the past decade during this partnership

The North Face - The Results

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