The North Face Must Attract People'S Attention With Extreme Sports.

The 72 year old The North Face co-founder Douglas Tompkins was killed in a row in Chile.

Since he retired from selling shares in 1989, he has been climbing mountains in South America, rowing kayak, or exploring in tropical rain forests, as if he is really practicing the brand spirit of The North Face - Exploration never stops.

The The North Face, which he founded, is also attracting more people to wear their clothes and equipment and participate in outdoor sports with extreme sports.

At this year's Sundance International Film Festival, a documentary called "Meru" won the Audience Awards prize.

It records three world explorers Jimmy Chin, Conrad Anker and Renan Ozturk, which challenge various physiological limits and spend years climbing the Meru peak of the Himalaya mountains in northern India.

And one of the directors of this film is Jimmy Chin himself. He is one of the best omnipotent explorers and photographers in the world, and also a Chinese American.

Many viewers were inspired by the adventurous documentary.

At the same time, the film has also become an excellent advertisement for outdoor sports brand The North Face.

Although there is no formal sponsorship of the film itself, the The North Face logo on the outdoor equipment of the leading characters is still a strong sense of existence, proving that it is the main sponsor of these explorers.

The North Face, founded in 1966, was only a $200 million brand when it was bought by VF group in 2000, losing $1 million a year.

By 2014, the revenue of The North Face increased to US $2 billion, up by 11% over the same period last year. It has become the leading brand in the global outdoor market.

It is not only the darling of professional sports, but also attracts many ordinary people.

However, in the view of brand President Todd Spaletto, The North Face's current performance is not from caters to the general public, but rather focuses on professional.

Group work hard.

"Some people buy The North Face's jackets and backpacks to get into the jungle or mountaineering," Spaletto said.

"So when they see half the people in the street cafe wearing the same clothes, they will question whether the brand can represent their lifestyle."

Obviously, The North Face does not want to be an ordinary street.

But insist on locking outdoor sports crowd.

In the past ten years, The North Face has been trying to tell people why it is the best choice for outdoor sports, such as propagandize their tent products, not more than the weight of a laptop, but can withstand three hurricanes.

The rapid growth of market in recent years

Began to increase investment in marketing.

In September of this year, The North Face launched the first global brand promotion campaign "Never Stop" in the company's history (never stop).

The advertising film is made up of video clips from outdoor sports enthusiasts from all over the world, including Conrad Anker, Paige Claassen, Xavier De Le Rue and Tom Wallisch, and photographers, marine biologists and scientists.

The North Face has also joined the hot virtual reality innovation this year.

A virtual reality video shot by Jaunt, a technology company, shows climbers from a steep cliff in Utah's outdoor sports resort Moab with a parachute leaping down.

In a shopping mall in South Korea, customers can bring virtual reality helmets to experience the Antarctic ice and snow.