The North Face Launches New Brand Anthem “We Play Different”

September 10, 2024

The new campaign is a declaration of why the iconic outdoor brand exists and a celebration of its rebellious spirit. “We didn’t become The North Face playing by the rules. We Play Different

Denver, CO – September 10, 2024 /OUTDOOR SPORTSWIRE/ – The North Face premieres its “We Play Different” anthem and brand campaign today which is a celebration of the brand’s fearless spirit and core values. Since its inception in 1966, the iconic outdoor brand has always played differently as evidenced in their Athlete Tested, Expedition Proven cultural mandate and enduring dedication to Never Stop Exploring. The “We Play Different” campaign serves as a new singular narrative that will guide consumer and brand communications challenging its customers to defy norms and explore new paths. The North Face’s new brand anthem highlights personal triumphs and milestones achieved by its world-renowned global athlete team and filmed in the world’s most epic and unconventional playgrounds.

“We Play Different” not only pays homage to The North Face’s spirit and purpose but also challenges and champions its customers to step into total immersion in the outdoors. Compared to traditional sports that have rules, referees, goals, and white lines that confine them, The North Face views mother nature as its guide and goal keeper. Nature never lies and that’s the beauty of the risk the outdoor brand’s global athletes take on every adventure and expedition. The North Face’s athletes and brand enthusiasts play differently in their approach to exploring places no one else has been, from summits, cliffs, trails, and peaks that began in 1966 on top of an 8,839 foot rock in the Yosemite Valley. This campaign is a celebration of who we are and what has defined our brand for the last 60 years.

The campaign portrays human conquest and personal journeys through compelling moments in sports and movement and will be the driving force behind The North Face’s brand narrative this fall. The campaigns will appear in select media outlets to include The New York Times, You Tube, WWD and a robust wild posting campaign on the streets of Manhattan during New York Fashion Week.

WE PLAY DIFFERENT | THE MANIFESTO

Out here things are different. ​

They look different. They feel different. They sound different. ​

You won’t find state of the art stadiums. ​

Only couloirs and canyons.​

You won’t hear starter pistols or whistles or the roar of eighty thousand fanatics, ​

screaming at the top of their lungs. ​

You’ll find no mascots in animal suits out here.​

But you might find bears, or wolves or bald eagles. ​

Nature doesn’t play games and neither do we. ​

So out here we play different.​

We don’t play by the rules, ​

we make them up as we go along. ​

We play hide and seek with convention. ​

We play tag with potential. ​

We play mind games with can’t. ​

We play hooky with the status quo, ​

and hard to get with boring. ​

We play roughhouse with failure,​

And chicken with gravity.​

We play and we play and we play. ​

And when we play there’s always a little voice in our head ​

that reminds us why we do what we do. ​

It reminds us why we play the way we play. ​

It doesn’t say much. It doesn’t need to. ​

It says all we ever need to hear. ​

This is going to be wild. ​

We don’t play games. We Play Different.

PRESS INQUIRIES

THE NORTH FACE

thenorthface@ledecompany.com

kevin_fegans@vfc.com

ABOUT THE NORTH FACE

The North Face, a division of VF Outdoor, LLC, was founded in 1966 with the goal of preparing outdoor athletes for the rigors of their next adventure. Today we are the world’s leading outdoor brand, creating athlete-tested, expedition-proven products that help people explore and test the limits of human potential. We protect our outdoor playgrounds and minimize our impact on the planet through programs that encourage sustainability. The North Face products are available at premium and specialty retail sporting goods stores globally and is headquartered in  Denver, Colorado. For more information, please visit www.thenorthface.com.