› return to luxury goods & services

The North Face

As a premier supplier of authentic, innovative and technically advanced outdoor apparel, equipment and footwear, The North Face has looked to Ruder Finn since 2003 to generate national and key local market awareness of The North Face brand among mainstream consumers, while staying true to the brand's unique "Never Stop Exploring" heritage. Ruder Finn continues to provide The North Face with day-to-day media relations support, targeted media outreach surrounding product initiatives and events, coordination of annual Fall and Spring showroom events, and assistance with lifestyle and entertainment product placement. Ruder Finn's work for The North Face has generated tremendous awareness for the brand, as the company has become the main driver of parent company VF Corp.'s success within the outdoor apparel category.

 

 

OBJECTIVES

• The North Face's profile as the leading provider of athlete inspired and authentic outdoor apparel
• Position The North Face as an industry leader in product innovation and exploration

PROGRAM

• Establish The North Face News Bureau, including seasonal and holiday media outreach, servicing editor and stylist product requests, supplying apparel and accessories for on-air personalities and celebrities, and showcasing The North Face product line initiatives (e.g., The Cryptic Collection)
• Manage the annual Spring and Fall showrooms, inviting and guiding media through each new collection
• Introduce The North Face and its president, Steve Rendle, to top-tier business media outlets, as the company enters its 40th year

RESULTS

• The Ruder Finn team has developed strong editor relationships, working with national media outlets such as SELF, Shape, Good Housekeeping, Maxim, Men's Journal, Fitness, Vogue and The New York Times on a daily basis. In 2007 Ruder Finn helped The North Face secure more than 300 million consumer impressions.
• Ruder Finn established The North Face seasonal showroom events as being 'must attend' previews among long lead editors, freelance writers and stylists alike. Ruder Finn and The North Face met with a total of more than 100 editors and stylists to spotlight key technical and design product highlights and seed potential media stories.
• In early 2008, Ruder Finn worked with Good Housekeeping to include The North Face Borealis in a test of 29 backpacks conducted by a group of kids. The Borealis was selected as the "Head of the Class," receiving a full-page spread in the August 2008 issue of Good Housekeeping, while being showcased by the publication in a video news release that was picked up by local TV stations across the country. On August 5, 2008, the Borealis received national exposure, as it was featured in a segment on “Good Morning America.”
• Ruder Finn has worked with members of The North Face Athlete Team to support several expeditions and product initiatives. In 2006, Ruder Finn worked with The North Face to launch the Arnuva 50 sneaker by tying the product into ultra-marathon runner Dean Karnazes' Endurance 50 Challenge, in which he ran 50 marathons in 50 states in 50 straight days, wearing the endurance running shoes.
• Supporting The North Face's retail efforts, Ruder Finn has established solid media relationships in the company's key retail markets and has created consumer and business media excitement for store openings across the country. For the New York debut at the landmark Ansonia building, media highlights included front-page coverage in The New York Times’ real estate section, as well as coverage in New York Magazine, The Daily News, New York Post (twice), Newsday, Women's Wear Daily, Footwear News, DNR, Adweek and Brandweek.
• Ruder Finn has also supported the introductions of special collector's lines, including the U.S. release of The North Face NSE Collection from Goldwin, direct from Japan. Tightly managing the communications approach in order to influencer blogs, weeklies and partner stores, Ruder Finn and The North Face aimed to introduce the collection to consumers via media and social networking mediums, rather than via The North Face by holding an invite-only sneak preview at the infamous Life Rivington Club in Manhattan.