Global apparel business The North Face will launch a free three-day climbing activation in Sydney CBD from October 11 to 13.
Hosted at World Square, the activation is in the shape of a large free-standing bouldering wall that comes out of a giant inflatable duffel bag.
This comes as The North Face unveils its new brand anthem and campaign entitled ‘We Play Different’. The campaign is shot in various landscapes, highlighting personal triumphs and milestones achieved by its global athlete team.
To help launch the activation, the apparel and accessories business partnered with Blochaus, an Australian bouldering gym business.
It also signed on athletes and special guests to join the activation to coach and encourage consumers into mountain climbing. This includes Australian climber Lucy Stirling, olympian Tom O’Halloran and climber and coach Ben Cossey.
Alongside athlete coaching, the activation will also include live music, interactive games, free refreshments and giveaways.
The North Face is a division of VF Outdoor, LLC, and was founded in 1966 as an outdoor and athletic wear brand.
In Australia, the brand is sold through 236 touchpoints according to its website, including eight owned stores, six outlets, and over 200 stockists.
The brand also manages a local dedicated website.