Categories
Campaigns Editor's pick

The North Face reaches global community with “Walls Are Meant For Climbing” campaign

The North Face

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.

Categories
Editor's pick product sustainability

The North Face launches recycled product line to support National Parks

The North Face - Bottle Source collection
The North Face – Bottle Source collection

The North Face has launched a new product line that uses recycled material sourced from three US national parks to support the sustainability within the parks themselves.

The Bottle Source collection, which includes t-shirts and tote bags made from cotton and recycled bottles, will donate $1 for every item sold, which will go back to the parks through the National Park Foundation to support upcoming sustainable projects.

So far, the Bottle Source program has collected more than 160,000lbs of plastic bottles sourced from waste at Yosemite, Grand Teton and Great Smoky Mountains National Parks. Donated funds will in return go into the development of projects such as bear-proof recycling bins and reusable bottle filling stations.

“Bottle Source is a fitting next step in our materials innovation,” said James Rogers, director of sustainability at the brand. “This collection helps fund sustainability efforts in our national parks as more and more people enjoy these stunning places.”

“The North Face partnership inspires people to think about sustainability in a whole new way,” added Katherine Chesson, vice president of grants and programs at the National Park Foundation. “The Bottle Source program not only helps reduce waste, it is also a source of funding for important projects at national parks.”

This collection joins a series of other efforts the brand has been developing to improve the environmental impact of their products. Since 2016 The North Face uses only 100% down certified under the Responsible Down Standard across all product lines, while a 10-year-old partnership with bluesign has seen the brand make efforts towards helping their mills reduce their impact by using water and energy more efficiently.

Other sustainable products include the Reaxion line and the Denali jacket, both of which use recycled polyester, and the Cali wool beanie, that uses regenerative farming practices to produce wool to pull carbon into the soil.

Partnering with the right organizations has been key to the outdoor brand’s strategy of creating positive impact, as also recently seen with their announcement of a multi-year collaboration with the Girl Scouts of USA (GSUSA) to promote female empowerment.