The North Face Expands Its Exploration Campaign to Include Music
At the hopes to inspire a new generation of explorers, The North Face enlists music artists like Pi’erre Bourne.
For the last 50 years, The North Face has concentrated on the physical side of research through designing products that allow us to research and discover the world around us. They’ve even held athlete expeditions and have contributed back to the area with philanthropic programs like the Explore Fund™. Bearing in mind that their ethos -that mining changes lives- inspire new generations of explorers and the business is seeking to take mining much farther.
In the conclusion of last month,” The North Face launched a new global campaign that encircles their wider definition of what they attempt to assist individuals do: research. International vice president of marketing, Tom Herbst, clarifies this new definition includes:
“Whether you’re a mountaineer or a musician, what connects us all as explorers is a shared mindset of curiosity paired with the courage to try something new. This campaign will work to expand that spirit of exploration through different cultural touchpoints in music and art as well as our traditional mountain sports.”
Promote and to celebrate this new campaign, The North Face has enlisted the assistance of musicians neighborhood to New York, in addition to athletes, artists and activists. A set of short movies will be released featuring people who embody quest as a mindset, like rapper and manufacturer Pi’erre Bourne, snowboarder Jess Kimura, filmmaker Jimmy Chin and activist Mikhail Martin to name a couple.
During the autumn, in addition to this The North Face will hold three performances from New York. A venue will be chosen by each audio artist in a neighborhood that contributed to their distinctive style and afterwards announce to their lovers in which and when. The theory behind this would be to encourage fans to drive past their boundaries and explore some place different or perhaps discover something new.
The very first of those artists to do has been rapper Pi’erre Bourne who chose 99 Scott, a enormous distance near the edge of Brooklyn and Queens -and it’s clear why. Having spent his summers with his grandmother who lived in Queens it was here where he detected east shore hip-hop artists like Dipset and G-Unit and not long afterwards began making his own beats.
“Once I started taking my craft more seriously’Never stop exploring’ became a bold statement and key element to my grind.”
With adopting mining, we do need to mention that Pi’erre Bourne and The North Face struck the nail on the head when it came to the event. On our approach to 99 Scottwe had been a little reluctant about walking down a seemingly abandoned and funny dead end road, but once we left it to the venue, we couldn’t wait to get in and find out exactly what was in store for all. DJ Jordan Page laid down a killer beats and getting the crowd hyped.
However, one of the most exciting parts of the entire event (well, for lovers of The North Face’s jackets), was the re-release of the brand’s iconic 1996 Nuptse Jacket collection. There were three screens showcasing everyone brightly blue, yellow and red coloured jackets. And during the night, lovers snap a selfie together and packed around each to have a look at the coats.
1996 Nuptse Jackets
After Pi’erre Bourne finally took the stage everyone busy around the rail and his performance enthralled them. While his fans sang with his tunes that were catchy he drifted about from 1 end to the other. The night was over, though his performance was short. Meet new people and people stayed well to get a couple of drinks. It was really everything that makes a New York night life experience.
If you are trying to go on some adventures and meet other explorers, be sure to stick to The North Face’s brand new Instagram manage @thenorthface_city that will serve as a hub to the new explorers community.
Due to The North Face for inviting us out on this wonderful adventure!
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