Apr 3, 2018
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The North Face launches major women's campaign

Apr 3, 2018

VF Corporation's The North Face has launched its first ever product and marketing campaign focusing on women. Move Mountains is a multi-year initiative involving new product and women's specific stores.

Climber Margo Hayes in Spain - Greg Mionske for The North Face

The campaign's goal is to show more female role models to empower the next generation. "Women and girls don't see themselves represented as 'explorers'," explained Tom Herbst, global vice president of marketing at The North Face, in a release.

Move Mountains will introduce new women's product, particularly compression bottoms and sports bras. The North Face will open two women's specific stores, one in San Francisco, which will carry all product lines, and one in Minnesota, which will specifically carry running and training apparel.

The Move Mountains campaign launches with a series of short films featuring both athletes and other notable women in society.

Alpinist Hilaree Nelson, climbers Ashima Shiraishi and Margo Hayes, and ultrarunner Fernanda Maciel are featured, as well as actress America Ferrera and NASA scientist Tierra Guinn Fletcher.

Ferrera said, "The time is now to begin leveling the playing field so that young women and girls grow up seeing women who are already out doing incredible things in the world." She added, "I have no doubt women have been doing it for generations, but those stories don't tend to get told.

The Move Mountains initiative also aims to set a precedent for giving women equal representation in The North Face's social media, advertising and other content going forward. 

In addition to the campaign, The North Face partnered with Girl Scouts of the USA (GSUSA) to create 12 new achievement badges for outdoor adventures. Activities for which girls can now earn badges include mountaineering, climbing, backpacking, hiking and trail running.

GSUSA CEO Sylvia Acevedo explained the move, saying, "Our research shows outdoor experiences are part of fostering leadership skills in girls."

Along with the Move Mountains campaign, The North Face has revealed plans to invest in female employee development. It has also pledged to close the gender pay gap on its sponsored athlete team.

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