The North Face is set to capitalise on a return to nature, as it releases the third phase of ‘Its More Than A Jacket’ campaign.
The third and final instalment of the campaign, which calls on consumers to share their stories of adventure, includes First Nations Malyangapa and Barkindji emerging talent Barkaa.
Barkaa joins B Wise and Yo!Mafia in the three-part series, launching across Australia and New Zealand.
The campaign comes as The North Face prepares to maximise on a travel and adventure resurgence after lockdown.
The North Face Australia and New Zealand head of marketing Sarah Hunt said flexible working environments are encouraging consumers to explore the outdoors.
“Like any other retail brand, Covid had its challenges for The North Face,” Hunt said of the 2020/2021 lockdowns.
“These challenges can in the form of store closures, keeping our staff and customers safe and navigating the ever changing landscape of shipping logistics.
“In addition to this, lockdowns prevented people from travelling overseas and most local ski fields were closed for one or two seasons.
“This lack of mobility certainly had an impact on demand for certain collections like snowsports and heavy insulated jackets.
“Having said that, Covid saw people realign their priorities and reconnect with nature. As we sometimes say – when the going gets tough, the tough go camping.
”And that’s certainly what we have seen. We’re all relishing in this new remote work environment that allows people the flexibility to continue to enjoy their outdoor hobbies.”
The North Face will further this momentum with the release of a new film ‘A Winter Affair: The Pursuit’, featuring The North Face team skier Janina Kuzma.
In the Southern Hemisphere winter of 2021, Kuzma set out with a goal to summit Mt Tasman and ski down the committing descent of the Stevenson-Dick Couloir, alongside fellow team athlete Sam Smoothy.
The Pursuit explores thee upskilling, mental and physical preparation required for the mission, and follows the two on the challenging climb and gruelling descent down New Zealand's second highest peak.
The film will screen at events and film festivals throughout Australia and New Zealand heading into the winter season, Hunt confirmed.
“Beyond the campaign, our priorities now and into the future revolve around enabling exploration for all – watch this space for new and continuing initiatives that will soon be announced, with the objective to create spaces and opportunities for more equitable systems in the outdoors,” she said.