The North Face Extreme Team

The North Face has become an iconic outdoor brand, however its roots as a technical clothing brand started to evaporate with its wider popularity. Our task was to remind consumers of its provenance and to demonstrate its dedication to quality and functionality.


The brief >

To showcase how The North Face products are the best technical clothing in the world at a time when the brand was seen as a fashion brand.


How we made positive change >

We created The North Face Extreme team, a multi-skilled group of men & women proficient in climbing, skiing, hiking and other extreme sports. They became the face of The North Face and directly engaged with other serious athletes and outdoor hobbyists.


Impact

Sales up 225% during pre-ski season.

Sales of professional grade products up 80% per year over three years.

Reach

22% perception shift from an urban clothing brand to professional outerwear.

Shift