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The North Face

Pinnacle Project

Series of music-led brand experiences to inspire rebels to reach new heights.

Brief
Make exploration relevant to young, city-dwelling consumers by colliding the mountain and urban side of the brand.

Concept
Pinnacle Project: a series of music-led experiences

Whether you are in a city or surrounded by the great outdoors, the spirit of exploration – and the feeling of achievement when you reach your goal – is the same. The North Face Pinnacle Project was born: a series of music-led experiences, events and activations uniting the spirit of athletic endeavor with creative discovery. Spanning Europe from the Italian Dolomites - with the opening of the most iconic mountain pop-up ever seen - to Berlin and Manchester. Inspiring rebels of all sorts to reach new heights.

Collabs

Barns Courtney for his “most epic performance ever” overlooking mountain tops, livestreamed globally.

Bugzy Malone, Nadia Rose, Levelz, Children of Zeus, The Mouse Outfit, and Carly Wilford for kick-ass live performances.

Boiler Room to broadcast all performances.

Touchpoints

3 iconic live experiences; on top of a mesmerizing mountain, in between world-leading lifestyle brands at Bread && Butter (co-hosted with Zalando) and on the rooftop of a massive carpark (co-hosted with JD Sports).

Epic video content from mountain and urban rooftops.

Teams of local rebel influencers exploring mountain and urban life.

One-of-a-kind capsule collections; featuring product worn by athletes during their pinnacle achievements.

Artist, collection and brand stories published by top-notch lifestyle media; Hypebeast, Highsnobiety and Dazed.

Results

For the first time ever, lifestyle media covered The North Face brand stories injected with outdoor exploration. Bringing together the mountain and urban side of the brand. Unlocking lifestyle business through key accounts Zalando and JD Sports.