Sometimes brands take on a life of their own, expanding their appeal beyond the original intended audience. The North Face is one such example—after starting out as a product for climbers, it has become one of the hottest brands in fashion.
Now, The North Face faces a marketing challenge of speaking to two different audiences: the outdoor recreation and fashion communities. Its latest campaign, by creative agency B-Reel, reminds viewers of its roots in the outdoors while positioning itself as a brand for all types of exploration, from city streets to the mountains.
Entitled “We always have your back,” it plays on the simple concept that The North Face’s logo has an unusual placement on the back of its apparel.
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