In late 2011, The North Face (TNF), seeking to authenticate its long-standing commitment to skiing, secured a partnership that would make it the first-ever sponsor of U.S. Freeskiing.
With freeskiing set to make its Olympic debut at the Sochi 2014 Winter Olympic Games, TNF had an opportunity to leverage the Olympic halo to demonstrate its innovative, cutting-edge technologies. The North Face sought our assistance in developing an innovative marketing strategy.
We conducted extensive research to glean insights on the outdoor adventure category and its stakeholders. From this research, we were able to conclude that a content marketing approach would be the most efficient means to effectively position the brand at the intersection of style, functionality and the freeski movement. In order to leverage this insight, we assisted TNF in the creation of its first ever media partnership with VICE media, and advised the company on how to effectively communicate its brand proposition, as rooted in human emotion. As a direct result of this work, FREE – Freeskiing’s Journey to Sports Biggest Stage, a custom-curated content campaign was launched.