Outdoor clothing brand The North Face is celebrating its role within extreme sports, positioning itself in direct contrast with its more consumer-focused rivals.
‘We Play Different’ builds on the US brand’s renewed focus on its outdoorsy roots, showcasing its long association with adrenaline-seeking sports junkies.
Featuring freeclimber Alex Honold, the clip pays homage to many of the high-octane sports associated with the outdoor firm over the years, including mountaineering, rock climbing, skiing and snowboarding.
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A brand spokesperson said: “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 80,000 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.”
The North Face’s new ‘We Play Different’ brand platform is set to become a reference point for future consumer and brand communications, running alongside its ‘Never Stop Exploring’ strapline.
