I have had the opportunity to lead great brand initiatives over the years. Below are a few of my favorites.
MORE THAN A JACKET
The North Face | Fall 2022
It’s More Than A Jacket was a multi-year initiative honoring and celebrating the memories and stories of adventure created over the brand’s more than 55-year history. To launch, we joined with cultural icons and artists including the RZA, Japanese Weekend and HAIM alongside The North Face athlete team members including Conrad Anker and Ingrid Backstrom in drawing on connections from their past to write their stories of adventure into the brand’s history.
The campaign also came to life through the introduction of six new collections that all pay homage to the brand’s DNA, drawing inspiration from the brand’s rich past to inspire and enable exploration in the future.
Results
+28% increase in Fall/Winter Revenue
+6% increase in Brand Consideration
3B+ Global Brand Impressions
WHEN THE JOURNEY TAKES MORE
MORE THAN A JACKET LAUNCH ANTHEM
When the journey takes more. It’s more than a jacket. This was the video that introduced our campaign efforts.
#morethanajacket UGC CAMPAIGN
As part of our campaign, we asked our brand ambassadors and larger social community to take us back to the moment when their gear was more than just gear. Here is a montage of several of our brand ambassadors including the RZA, HAIM, Conrad Anker and Ingrid Backstrom telling their stories. This SHORTY Award winning social campaign broke through.
MOVE MOUNTAINS
CELEBRATING THE NEXT GENERATION OF FEMALE EXPLORERS
The North Face | Spring 2018
It started with an insight. If you see more female explorers, there will be more female explorers and if you can create more female role models in the outdoors, you can inspire a movement. However, the reality was that the outdoor industry currently was not truly representing the story of the female explorer nor fully supporting her needs from an engagement or product standpoint. We endeavored to change that.
The result was Move Mountains, a global initiative grounded in empowering the next generation of explorers that included: 1) a multi-year outdoor adventure collaboration with America Ferrera & Girl Scouts of the USA; 2) a film and UGC platform for sharing more stories of women in exploration; and 3) a business commitment that impacts everything from representation in advertising to investment in the store experience, product design, and a renewed focus on employee development.
Results
+5% increase in brand consideration
+32% increase in women’s revenue YOY
1.5B+ global brand impressions
MOVE MOUNTAINS LAUNCH ANTHEM
This was the video that introduced our campaign efforts in Spring 2018. Featuring TNF world class athletes & music by artist Madame Gandhi, it ignited a movement.
MOVE MOUNTAINS
CASE STUDY VIDEO
Take a look at a recap of our full launch, including brand activations and partnerships that fueled this effort.
FUTURELIGHT
The North Face | Winter 2020
The North Face’s largest global technology launch ever that has disrupted the breathable waterproof protection category across outerwear and footwear. Arguably one of the most comprehensive product launches undertaken, it included: 1) a global paid media attack, 2) a comprehensive retail activation plan at wholesale and at TNF owned doors, 3) a mass third-party validation effort through gear guides, awards and editorial content, 4) an orchestrated global TNF Athlete social media takeover showing the product in action in expedition and 5) a comprehensive partnerships strategy that included BMW, The Atlantic Magazine and RedBull.
Results
+90% first season sell-thru
+7% increase in brand consideration
+$75 Million Annual Technology Platform Today
DEFY THE PAST, WEAR THE FUTURE
FUTURELIGHT LAUNCH ANTHEM VIDEO
Featuring our world-famous athlete team, this video avoided standard “function-only” product launch marketing. Instead, we doubled-down on the emotional connection consumers can build with product through a story that challenges the status quo through the narrative device “What if?”
TNF xx KAWS
The North Face | Winter 2023
One of our most successful collaborations at The North Face. This was a series of curated drops with KAWS built to envision a world outside the lines. High-tech performance, fluid style, limitless inspiration. This is not your dad’s The North Face. Available online and in select distribution, this collaboration sold out instantly.
Results
- Both drops sold out in under 2 hours
- 1B+ Earned Media Impressions
- Halo effect boosted the overall TNF snow category
OUTSIDE THE LINES
TNF xx KAWS - BUILDING THE HYPE VIDEO
We set our team and athletes loose here. A little raw, a little different, a little unexpected…nothing but energy. This is how we teased this collaboration and the interest quickly followed.
IMAGINATION
Featuring pro freestyle skier Tom Wallisch, a short film we created with Sherpa’s Cinema that honors the late JP Auclair. We even turned it into a short-form NFL Playoff commercial. Here is the 4 minute version. There are a lot of action-sports films out there, this one hits different.