North Face opens NYC flagship, launches global brand campaign

By

Obi Anyanwu

Published
Oct 15, 2016

The North Face on Friday officially opened its first-ever New York City flagship store on Fifth Avenue.

 
Much like the recently opened San Francisco concept store, the New York City flagship focuses on the urban explorer, which North Face considers to be the next generation of explorers. The new flagship features an interactive climbing wall, community seating, custom embroidery with Lot, Stock and Barrel, and custom product available exclusively in store like the brand’s collaboration with New Era, and its limited edition Original Daypack collection that launched at the Urban Exploration concept shop in San Francisco.
 
North Face also launched its new “Question Madness” global brand campaign featuring athletes from the brand’s history. Stacy Peralta, a legendary skateboarder, surfer and filmmaker, directed the campaign’s digital shorts that star North Face athletes Xavier De La Rue, Emily Harrington, Alex Honnold and Renan Ozturk finding joy and fulfillment in exploration.

“This campaign comes at a time in our brand’s history when exploration – of all kinds – matters more than ever,” says Todd Spaletto, President, The North Face. “As a society, we are questioning traditions, systems and institutions. What was considered beyond the norm yesterday, even impossible, is commonplace today. We rally behind and celebrate those who have the courage to take on the unknown and define success in their own way.”
 
The Question Madness campaign will be distributed globally throughout the fourth quarter in more than 16 markets including the UK, Germany, France, China, Hong Kong, Australia and New Zealand.
 
North Face currently operates three stores in New York City.