Saturday, October 22, 2016


By Eva Fydrych

Be Brave. Be Bold. Explore.
'Following our curiosity is the clearest road to progress'

The North Face 'Resolve' Waterproof Jacket

Imagine life without risk, exploration and adventure... Life spent in a safe environment where nothing changes and everything is always easy to predict... How boring!

To celebrate its 50th anniversary, The North Face unveiled its new global brand campaign, “Question Madness,” and announced the opening of its first ever New York flagship store on Fifth Avenue.

The campaign and flagship store are the next evolution in The North Face’s rise as a global market leader from humble beginnings as a single storefront in San Francisco in 1966. Over those five decades, the brand’s commitment to exploration – from the peaks of the Himalayas to the sidewalks of Manhattan – has remained unchanged, and continues to drive the brand’s work across retail, advertising and customer engagement.

Photo courtesy of The North Face

"Question Madness" campaign showcases athletes from throughout the brand’s history finding joy and fulfillment along their own paths of exploration as they break perceptions, redefine success, and inspire others to do the same. The campaign features breathtaking imagery captured from remote places around the world, with much of the footage shot by the athletes themselves while on expedition and is set to Cat Stevens’ Miles From Nowhere.

The campaign examines individual motives for exploration and the gratification that comes from pushing norms and boundaries. As a brand, The North Face is challenging how achievement is defined – and hoping to inspire consumers to do the same – while promoting the notion that exploration is about moving forward as individuals and as a society.

"As we celebrate our 50th anniversary, we believe that exploration matters now more than ever. It allows us to break down walls and create new paths forward. Following our curiosity is the clearest road to progress." - The North Face

Video courtesy of The North Face / Music by Cat Stevens - “Miles From Nowhere” (Click to enlarge)

“This campaign comes at a time in our brand’s history when exploration – of all kinds – matters more than ever,” says Todd Spaletto, President, The North Face. “As a society, we are questioning traditions, systems and institutions. What was considered beyond the norm yesterday, even impossible, is commonplace today. We rally behind and celebrate those who have the courage to take on the unknown and define success in their own way.”

About The North Face®

The North Face, a division of VF Outdoor, Inc., was founded in 1966 with the goal of preparing outdoor athletes for the rigors of their next adventure. Today we are the world’s leading outdoor brand, creating athlete-tested, expedition-proven products that help people explore and test the limits of human potential. We protect our outdoor playgrounds and minimize our impact on the planet through programs that encourage sustainability. The North Face products are available at premium and specialty retail sporting goods stores globally and we are headquartered in California on a LEED Platinum-certified campus. 
Source: Business Wire

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