To speak to The North Face’s demographic of hard core athletes while promoting the brand’s Mountain Athletics line of gear and apparel, TH produced an eight-city event series, inviting in attendees to “train smarter” with targeted group fitness sessions led by certified trainers and celebrity athletes. The event set-up consisted of a branded 10’ x 10’ tent, photo backdrop, four iPads allowing consumers to browse the Mountain Athletics line and two televisions looping creative and images submitted by participants using #MountainAthletics. Additional branding was incorporated throughout the space, including pull-up banners, welcome signage, athletic equipment and mannequins donning Mountain Athletics apparel. Participants were given branded head buffs, energy bars from partner Clif Bar and had the opportunity to try on the line’s Ultra Trek sneakers during their workout, promoting trial and ultimately purchase.

8 activation days
887 attendees
556 photos shared using #MountainAthletics
2,837,006+ social media impressions
344,504 visual impressions