The North Face (TNF) has launched a global marketing campaign focusing on women, entitled “Move Mountains.” The initiative, which has been developed in collaboration with Sid Lee LA, is meant to celebrate a new generation of female explorers and role models. Move Mountains launches with a series of short films showing female athletes and other remarkable women in society pushing themselves to the limits. The TNF athletes featured in these films include Hilaree Nelson, Ashima Shiraishi, Fernanda Maciel, and Margo Hayes. The featured non-athletes include America Ferrera, a women's empowerment advocate, and Tierra Guinn Fletcher, who is a scientist at NASA, among others. Move Mountains involves new women's products, particularly sports bras and compression bottoms, and women's specific stores. As part of the initiative, the outdoor brand has also launched a multi-year partnership with Girl Scouts of the USA on the creation of 12 new achievement badges for outdoor adventures, which will enable girls to earn badges for activities including climbing, mountaineering, backpacking, hiking and trail running. Alongside the Move Mountains campaign, TNF has announced plans to commit to the promotion of equal representation of women across advertising and other communication contents moving forward, and to help close the gender gap among its team of sponsored athletes.

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