The North Face has expanded its “Walls Are Meant For Climbing” campaign this year, aiming to reach a global community of up to 100,000 people and re-evaluate perceptions of what walls represent.
The campaign supports the brand’s second installation of its annual “Global Climbing Day”, which will take place on August 18. Partnering with a multitude of indoor climbing spaces globally, the brand will offer free climbing lessons for anyone attending on the day, donating $1 per person to the non-profit The Khumbu Climbing Center in Nepal. It is also launching a limited edition collection available for purchase now.
According to the outdoor brand, the aim of the campaign is to create a community and reflect its founding values. “Since 1966, we’ve seen walls not as obstacles but as opportunities. They are mirrors that reflect the best versions of ourselves. Walls do not divide us, walls bring us together. Walls are meant for climbing.”
With this initiative The North Face aims to reach a much larger audience than in 2017, where the campaign attracted 20,000 people to participate in climbing activities globally.
It has also taken this as an opportunity to let female climbers tell the stories of how they started their journey of conquering walls.
Under the banner “Climbing, the Great Equalizer”, the brand has released a total of four inspirational videos, each illustrating a unique story from a diverse set of characters – featuring three female climbers and one male. This week’s release – which has so far been viewed over 300.000 times on YouTube – tells the story of Monserrat Matehuala, who dedicates the video to “my brown girls from the ‘hood’.”
This links back to the brand’s efforts to celebrate female explorers with their “She Move Mountains” campaign launched in April.
Brands are upping the ante when speaking to their consumers in a way that mirrors their values and in particular, their anxieties, in modern societies. In a politically charged landscape, encouraging positive activism is an increasingly important tool – as also seen by Patagonia’s Action Works platform which encourages charitable behavior.