NOSO TEAMS UP WITH NORTH FACE
“MORE THAN A JACKET” CAMPAIGN
Two new interactive NoSo patches let customers highlight their adventures
We are proud to announce two new interactive NoSo patches that will be part of The North Face It’s More Than A Jacket campaign. The Exploration Checklist patches were designed to support The North Face message: “Every jacket has a story,” an initiative honoring and celebrating the memories and stories of adventure created over the brand’s more than 55-year history.
To capture the meaning behind every piece of gear, The North Face is calling on explorers all over the world to submit stories and images of their own well-loved products to potentially be included in their crowdsourced official archive.
As part of the campaign, The North Face is, partnering with fellow Bay Area icon and internationally recognized art museum the San Francisco Museum of Modern Art (SFMOMA) to bring the archive to life through a series of participatory programs at the museum in Fall 2022. The programs will feature exploration’s most historically significant designs and the stories behind them alongside everyday explorers’ submissions.
The partnership between NoSo and The North Face came about when North Face-sponsored climber Conrad Anker was sporting his NoSo patched gear at a North Face event. A PR rep asked him to tell them more about the patches, which resulted in this exciting creative collaboration. “We thrive on word-of-mouth exchanges like that,” said NoSo sales coordinator Crystal Tyndall. “We are small enough that those connections really matter to us.”
To launch It’s More Than A Jacket, The North Face is joining with cultural icons and artists RZA and HAIM alongside The North Face athlete team members Conrad Anker and Ingrid Backstrom to be the first explorers to submit to the archive this fall, drawing on connections from their past to write their stories of adventure into the brand’s history.
“As an artist, style has always been an expression of identity and a way to mark a moment in time,” said RZA. “In the 90s, not only was The North Face the rugged, stylish gear we needed on New York City’s streets, it was more than a jacket because it was a witness. It was a witness to the brotherhood that we were inspiring, and that inspired us. By entering this jacket into the archive, I get the chance to relive and preserve the memories lived in it forever.”
The North Face Exploration Checklist NoSo patches come in two styles. The round patch is available in four colors – red, blue, yellow, and white – and lists four adventures customers can check off: hiking, camping, road trip, national park. The square patch provides four lines where customers can write in their own adventures. The customer can check off each adventure then sign their name and post a photo of the patch using the hashtag #MoreThanAJacket on their social media pages. The North Face will compile the best submissions and feature them in its marketing.
It’s More Than A Jacket launched with a feature anthem film that brings to life the idea that stories from the past are woven into every jacket. The brand will also debut three extended films throughout the fall featuring adaptive athlete Vasu Sojitra, freestyle skier Jossi Wells and leader of the 1990 International Trans-Antarctica Expedition, Will Stegar.
The Exploration Checklist NoSo patches will be hitting The North Face stores this holiday season, anyone who purchases a jacket receives a complimentary NoSo Patch.
“We are delighted to be part of The North Face More Than A Jacket campaign,” Jones said. “NoSo helps customers record the amazing adventures people have outdoors. Our hope is that customers will take care of gear and clothing they purchase from The North Face. As in repair it, clean it, recycle it. It’s more than just purchasing something. There is a care aspect, and we are making it cool to care.”
To contribute to the official archive and potentially appear in the SFMOMA experience, The North Face is calling on explorers everywhere to post to social media using the hashtag #MoreThanAJacket. Additional information and official terms around how It’s More Than A Jacket will come to life and the partnership with SFMOMA will be available throughout the fall and into 2022.
