This is retail branding at it’s absolute best. For The North Face’s first foray into national broadcast television they chose top mountaineer Jimmy Chin as the face of the brand. He recently discussed the partnership on his blog: “Earlier this year, The North Face came to Camp 4 Collective and asked us to put together a few ideas for a 30-second national broadcast commercial spot. It was The North Face’s first major push into national broadcast TV commercials. There was a lot of pressure to create something amazing, something that would speak to a broad general audience, but still remain authentic to the brand and its core community of climbers, skiers and mountaineers. I wrote out a couple concepts and we finally agreed on a ski mountaineering spot that we would shoot in the Tetons showing several aspects of the ski mountaineering experience. The request was to showcase the concept “Athlete Tested, Expedition Proven.” The North Face wanted us to show their product, from jackets to tents to gloves, getting used by real North Face Athletes in really severe conditions to prove the point.”

It’s a bit surprising that Patagonia and REI have yet to jump into the TV game – watching these spots should provide a powerful dose of motivation.

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