Dive Brief:
- The North Face has released a television ad promoting its new Mountain Athletics program, which offers gear, training events, and a mobile app.
- The ad and associated digital campaign are seen as a push into the athletics space dominated by brands such as Nike, Adidas, and Under Armour.
- San Francisco-based agency Mekanism created the spot, which is running alongside placements on Spotify and fitness publications such as Runner’s World.
Dive Insight:
Largely known for its winter apparel, The North Face has launched a push into the athlete’s space dominated by major footwear and apparel brands such as Adidas, Nike, Reebok, and under Armour. The retailer has launched a campaign touting its new Mountain Athletics program, which features gear, training events and a mobile app.
The campaign includes a 30-second TV spot from Mekanism, as well as an Xbox Fitness app, Spotify ads, and promotions in Self and Runner’s World, representing a substantial increase in ad spend. The campaign also marks the retailer’s first move beyond winter sports promotion into everyday training and workout support, with a mobile app that allows users to plan and track workouts.
It's a smart move, given that the demand for athletic clothing has boomed in the past years. But with such a crowded field already, The North Face will have a tough mountain to climb to reach the top.