North Face boasts commitment to women; will open dedicated stores

BY Marianne Wilson

The North Face is putting a new emphasis on women in its marketing and other aspects of its business.

The brand on Tuesday said it is committed to having a representation of men and women in all of its advertising, social media and content moving forward. The commitment starts with a new campaign, “Move Mountains,” a global initiative that celebrates the stories of female explorers and athletes. It includes a multi-year outdoor adventure collaboration with Girls Scouts of the USA, and a platform for sharing stories of women in exploration.

“We know better than anyone that there are plenty of women out there who are already accomplishing incredible, inspiring things every day,” said Tom Herbst, global VP of marketing at The North Face. “Yet women and girls don’t see themselves represented as ‘explorers.’ We had a simple theory that if women and girls see more role models in exploration, it will create more female role models for future generations.”

The North Face said it will open two women-specific stores in 2018. The first will be located in Edina, Minn., and will focus on the brand’s running and training apparel. The second women’s store, in San Francisco, will carry all women’s product lines, including running and training gear, mountain and urban focused products.

The North Face also is increasing its investment in women’s product design, and putting a renewed focus on employee development. It also is working on ensuring that the gender pay gap is closed among its team of athletes.

As part of its collaboration with the Girl Scouts, The North Face will give support for the creation of 12 new Girl Scouts outdoor adventure badges, ranging from mountaineering and climbing, to backpacking, hiking and trail running.

“We are excited to partner with The North Face to help girls challenge themselves, learn about the natural world, and continue the Girl Scout tradition of having life-changing outdoor experiences,” said Girl Scout USA CEO Sylvia Acevedo. “Our research shows outdoor experiences are part of fostering leadership skills in girls.”


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