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The North Face’s latest advert and campaign, “We Always Have Your Back”, was created to reinforce the positioning of The North Face as an adventure and outdoor clothing brand. To do this, the agency that created the concept has used one of the most identifying features of the garments: the brand logo on the upper part of the back.
In the brand’s early days, The North Face opted to put a logo on the back shoulder to ensure that the logo would be on display when observing or photographing a climber that was scaling up walls/ice/etc. This peculiar location has become, over time, a hallmark of The North Face, and is now the focus of the latest campaign.
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According to Afshin Moeini and Christian Poppius, Creative Directors of the campaign: “We love how this campaign takes the premise of placing the logo in an unusual but iconic place and gives it new meaning. The North Face has always had our back. Literally. And whether you’re an extreme explorer or just into fashion, the brand will always be there.”
To highlight that the garments can be used both in the city and in the mountains, The North Face has taken an epic journey from the brand’s connection with pop culture, in the city, to outdoor extreme sports on the top of a mountain.
The video ad reminds younger generations that the brand, now a streetwear fashion staple, actually began on the backs of some of the most extreme outdoor explorers.
Winter is synonymous with sporting activity in the mountains: trail running, climbing and hiking are some of the most practised activities during our South African winters. Winter is also the time when The North Face, one of the brands most used by mountain professionals, brings out the best in Winter clothes and footwear to protect their customers from the cold.
As free climber Alex Honnold narrates in the latest brand video “There’s no such thing as solo, because the brand’s clothes will always act as a companion on adventures”. And so, this Winter The North Face South Africa is bringing you even more of its trusted gear for Trail Running, Climbing and Hiking.
In Hiking, the promise of comfort, stability and speed with every step, rings true for the VECTIV Exploris hiking footwear range.
As durable as traditional boots but as light as shoes – the Exploris range is the next generation of hiking footwear. Futurelight technology in these footwear pieces means that the fully waterproof, yet breathable, membrane guarantees dry feet in the wet and allows excess heat to escape in the dry weather. The Surface Control™ outsole provides traction on all terrain and any conditions, which means you will be stable on the steeps, yet speedy on open ground.
Whether you’re rocking your The North Face gear as fashion items on the streets or wearing technically advanced gear for mountain exploration, this #WeAlwaysHaveYourBack campaign gives that meaning a contemporary and fresh spin.
The North Face continues to be obsessively devoted to providing the best gear for athletes, modern-day explorers and urban adventurers alike. Proprietary technology and a deep understanding of truly great performance gear make The North Face the logical choice for those who need to stay warm, dry and stylish.
The North Face clothing & gear is available on The Drop or from The North Face Concept Store in Canal Walk, as well as Superbalist, Takealot, Cape Union Mart, Totalsports, sportscene, Drifters, Studio88, SideStep, and many more.
Follow along on social media for more news and product features @thenorthfacesouthafrica #NeverStopExploring #TheNorthFaceSouthAfrica
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