The North Face is celebrating its 50th anniversary with a new global campaign, the launch of new vintage products and the opening of two special new stores in New York City and San Francisco.
Celebrating “50 Years of Madness,” the campaign will showcase athletes sponsored by the brand throughout its history, examining the reasons why people “never stop exploring” and the gratification that comes from pushing boundaries.
Launched on Facebook, the campaign will run during the fourth quarter in more than 16 countries including the U.K., Germany, France, China, Hong Kong, Australia and New Zealand. It will appear on online media around the world.
To mark its 50th anniversary, TNF will also open a 20,000-square-foot flagship store on New York's Fifth Avenue on Oct. 26. As the brand started with the opening of a small store by the late Doug Tompkins in the North Bend neighborhood of San Francisco, TNF has also opened an ephemeral new concept store in the Jackson Square neighborhood of the city.
TNF has defined it as a new kind of Urban Exploration shop, focusing on its premium range of streetwear for the “urban explorer.” It will offer new products all the time, including new editions made in the U.S. of its first daypack and a soft duffle bag launched in 1978, co-branded products and “curated” items from the TNF lines sold in Japan and Hong Kong.
These products are going to be made available only from TNF's website and at the San Francisco and New York stores. A similar space for urban outdoor products will be part of the New York flagship.