Never Stop Exploring TNF

BRAND PLATFORM & CONTENT PROGRAM

Translate ‘Never Stop Exploring’ credo into The North Face customers’ everyday lust for adventure.

OPPORTUNITY

Take The North Face's 'expedition' heritage to the next level by expanding awareness and appeal of the brand, while remaining true to its core values.

THE IDEA

‘The North Face Expeditions’ was a five-part TV series hosted by Sting, that followed the world’s premiere outdoor adventurers as they explored the farthest reaches of the planet to find their place in history.

From tragedy to triumph, mountaineer Pete Athans summits Everest for a record 11th time, while coming to terms with the untimely death of fellow-climber Alex Lowe by an avalanche. The series chronicled five historic expeditions featuring The North Face athletes, giving viewers an inside look at the passion, determination, and risk it takes to achieve the ultimate mountaineering prize.

Created exclusively for The North Face, the series was designed to bring to life the brand positioning – Never Stop Exploring. Content from the series was utilized across all marketing efforts, from print ads to in-store videos.

‘The North Face Expeditions’ originally aired on NBC as part of their Sunday afternoon sports programming. The series re-aired on OLN and was released on DVD.

Print Ad Campaign

Billboard Campaign

1. •5-episode TV series airing on NBC Sports
   

2. •Hosted by Sting
   

3. •Sold as The North Face Expeditions DVD series
   

4. •Bonus content on each DVD demonstrates the brand’s commitment to exploration
   

5. •Content from the TV series was reshaped and used as advertising and marketing assets