The North Face has been at the pinnacle of the outdoor clothing and equipment industry since its birth in the late 1960’s, and recently the brand has expanded by offering merchandise targeted towards more casual customers. Among the many marketing techniques the brand utilizes, the use of athletes who act as ambassadors in return for sponsorship is, in my opinion, the most valuable and certainly worth taking a closer look at.
Conrad Anker, Emily Harrington, and Alex Honnold are a few of TNF’s most accomplished and well-known athletes, with Anker and Honnold having just returned from a North Face expedition to Antarctica. Not only are the athletes provided with gear and other resources by The North Face, they are sent on expeditions every year that allow them to showcase their skills as athletes and satiate their desire for adventure. For the brand, these expeditions serve as perfect opportunities to test and perfect their merchandise in the harshest conditions and generate strong media content featuring the best athletes in the world using TNF gear. Although being a brand ambassador is no doubt challenging and often dangerous, the symbiotic relationship created between athletes and the company has proven to be extremely beneficial, and ultimately, these benefits are passed on to the consumer.