A street team of ambassadors were dressed head to toe in The North Face’s yellow Himalayan suits and travelled in packs through the city.
Consumers were encouraged to take a photo if they saw the clan and post it on social media using the hastag #SpotTheExplorer. Those that did were entered into a compeition to win a prize trip for two to Yosemite National Park in California
The stunt was organised by the brand to celebrate the launch of its new flagship store on Regent Street. The new outlet is the biggest North Face store in Europe and will be marketed as a ‘pioneering’ shop that ‘stretches the boundaries’ of retail.
September saw the brand host its first ever Nightray Outdoor Festival at The Gorges de Verdon in France.
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