The North Face Launches Global Effort to Change the Face of Exploration
The “Move Mountains” initiative celebrates stories of adventurous, courageous women and girls all over the world in hopes of creating a new generation of female explorers.
The North Face today officially launched, “Move Mountains” a global movement to change the face of exploration by celebrating and sharing the stories of adventurous and courageous female explorers, and by doing so, enabling a new generation of fierce, confident women.
Its first ever global initiative focused specifically on women, “Move Mountains” is rooted in sharing more stories of women in exploration, engaging in activism to enable the next generation of explorers, and a business commitment that impacts everything from representation in marketing campaigns to investment in product design.
The cornerstone of “Move Mountains” is celebrating stories of women who are pushing boundaries, including The North Face athletes, alpinist Hilaree Nelson, climbing phenoms Ashima Shiraishi and Margo Hayes, and ultrarunner and activist Fernanda Maciel, in a series of short films narrated by fellow role models who admire them. The North Face is also featuring women who are role models beyond physical exploration, like women’s empowerment advocate America Ferrera, NASA scientist Tiera Guinn Fletcher, and musician and activist Madame Gandhi.
“We have had women on our athlete team crushing first ascents and winning 100-mile races for decades, so we know better than anyone that there are plenty of women out there who are already accomplishing incredible, inspiring things every day. Yet women and girls don’t see themselves represented as explorers, said Tom Herbst, global vice president of marketing at The North Face. We started this initiative with a simple theory that if women and girls see more role models in exploration, it will create more female role models for future generations. That is why we are committed to using our storytelling platform to raise up the voices of women who are pushing boundaries in all areas of exploration, showcase their stories, encourage others to do the same”.
In the effort to canvas the world with female explorers who are artists, athletes, educators and scientists, The North Face is making a commitment to equal representation of women in all advertising, social media and content moving forward. Additionally, The North Face is encouraging others to share the stories of women who inspire them on social media with the hashtag #SheMovesMountains. Those stories will be collected at thenorthface.com/shemovesmountains and turned into public art around New York City this summer, and in its London stores this spring.
The North Face is partnering with organizations worldwide with a shared purpose of encouraging and enabling the next generation of adventurous girls.
In the UK, The Outward Bound Trust and The North Face are working together to enable over 1600 young women to experience genuine exploration in the wild. They will be working with young women from urban environments and actively promoting the benefits of outdoor activity to them, with the support of members of The North Face’s NeverStop Community.
NeverStop Community members will help young women to embark on new adventures. From venturing out to a crag to learn the basics of rock climbing, hiking on foot deep into the mountains, to kayaking amongst seals – together The Outward Bound Trust and The North Face will take young women on a journey of exploration to unlock their potential.
“As we make changes within our own walls to foster a truly diverse workforce and harness the unique perspectives of individuals – specifically women – in product and experiences, we are also excited to elevate those stories and experiences of inspiring women globally. Move Mountains gives women the opportunity to see more of themselves reflected in our brand, which we hope inspires them to achieve more of their goals as women and explorers” said Keryn Francisco, The North Face creative director for Run + Train.
The company is expanding its women’s product offerings, beginning with bottoms, which the brand is reinventing through compression, core support and vision science. New styles and silhouettes will be available this month in-store and online. Key pieces include the Perfect Core High-Rise Tight, Contoured Tech High-Rise Tight, and Beyond the Wall Free Motion Bra.
Additionally, The North Face will open two women-specific stores in 2018. The first, located in Edina, MN (USA), will focus on the brand’s running and training apparel. The second women’s store will be located in San Francisco, CA (USA), and carry all women’s product lines, including running and training gear, mountain and urban focused products. On Regent Street, London (UK), the brand’s flagship European store will transform its basement into a female fabulous space, with dedicated outdoor styling areas, female-specialist staff, customisable bags and tailored women product lines.
For more information on Move Mountains visit thenorthface.com/shemovesmountains or follow the conversation with #SheMovesMountains