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In September 2021, TNF called with an interesting proposal: they had their first ever premium footwear platform for trail, but needed to crack their go to market. With only four months until launch, they needed a creative strategy and a non-traditional campaign that shied away from paid media. They had the executional firepower with their rosters of partners, but needed the creative solution to work on both a global and local scale.

For years, The North Face has led the charge of peak athleticism in the outdoors.

But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as own-able or relevant as it once was.