The North Face is tapping into its inner rebel for its new campaign, which carries the tag line “We Play Different.”
It’s one of The North Face’s first big brand statements since Caroline Brown took over the business as global brand president in June.
“’We Play Different’ optimizes the very best of The North Face, inspired by athletes and explorers who push themselves to the limits of known capacity and beyond, inspiring us all,” Brown told WWD via email. “It is a mindset that embraces adventure and adrenaline in all forms. This is where The North Face was born, where it has grown since 1966 and where it will continue to lead moving forward.”
The VF-owned brand added that: “Compared to traditional sports that have rules, referees, goals and white lines that confine them, The North Face views mother nature as its guide and goal keeper. Nature never lies and that’s the beauty of the risk the outdoor brand’s global athletes take on every adventure and expedition.”
The campaign features video and other content and will show up in traditional media, on YouTube and in “a robust wild posting campaign on the streets of Manhattan during New York Fashion Week.”
The North Face is, in effect, challenging its customers to “defy norms and explore new paths.”
Certainly, the campaign features images of many challenging situations, from ice climbing in the Alps to an expedition in Antarctica.
The North Face has been the strongest player in the brand portfolio of the struggling VF Corp., which is waist deep in a major Vans turnaround, selling off Supreme to EssilorLuxottica and more.
Still, The North Face is looking to put a little more spring into its step after weakness at wholesale held it to a 2 percent revenue increase last year, to $3.7 billion.
Enter Brown, who served a short stint on VF’s board before taking on The North Face, where she is putting to work her long résumé, which includes stops as chief executive officer of Donna Karan International and managing director of New York investment firm Closed Loop Partners.
