The North Face is launching Explore Mode, a campaign encouraging its employees and customers to explore the outdoors during Earth Day (April 22). As part of the activation, the outdoor brand is also calling for the day to become a national holiday in the US.
On April 22, the brand is shutting down all 113 of its stores in the US and Canada to give its employees time to explore the outdoors. Meanwhile across the globe, the campaign will partner with musicians, artists and culinary influencers at major cities including London, Munich and Paris on a series of experiences.
From a weekend camping at the Mecklenburg lake district near Berlin to helping clean up Butler Memorial Sanctuary trails in New York, TNF searched for activities that would encourage its brand fans to unplug and learn more about the environment. All experiences can be booked via a dedicated page on the brand’s website.
This is the first time TNF has closed its stores for a cause, which aims to match a wider mission to inspire a global movement of exploration and adventure. “As a brand that has been enabling exploration for over 50 years, we believe that when people take time to appreciate and explore the earth, they feel more likely to protect it,” said Tim Bantle, global general manager of lifestyle at The North Face, to Fast Company.
Taking it one step further, the company has also launched a petition to make Earth Day an official national holiday in the US.
Outdoor brands from TNF to Patagonia are upping their efforts in order to bring attention to the importance of keeping the environment clean and sustainable by creating activations that foster a sense of wonderment emotional attachment.
For the past four years, REI has run #OptOutside, an award-winning campaign that sees all of its operations – from stores to factories – shut down on Black Friday in order to encourage employees and consumers to spend more time outside with family and friends, as well as ignite a conversation on overconsumption. REI’s 2018 numbers show the company’s strategy of closing stores on the busiest commerce day of the year is paying off: the co-op reached a record $2.78 billion in revenue, representing 6% growth.
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