For The North Face’s 50th anniversary, we decoded how people in China see hiking to shape a campaign that changes that view.
The challenge
Many people see hiking as cumbersome, distant, lonely and hard, at odds with modern life. For its 50th anniversary, The North Face wanted to turn that view around with a campaign that captured fast-changing consumer needs and lifted purchase intent for three pillar products.
Our approach
We interviewed hikers and non-hikers aged 25 to 40 in China to test key visual and in-store concepts and give a consumer-driven recommendation. Of the routes tested, consumers preferred the theme “50 Years of Exploration & Madness”.
The result
A clear creative direction for the anniversary campaign, and insights that reshaped how consumers see the brand, its products and hiking itself.
Brand-wide figures reflect the client’s overall performance, not this project alone.
