With the launch of the collection AMK and the release of the documentaries K2 Chasing Shadows and Better Upstairs, The North Face faced a dual challenge.
How to bring forth Benjamin Vedrines and Léo Slemett Beyond specialized media, while demonstrating the legitimacy of a collection designed to meet the demands of high mountains?
We have developed a device combining media relations, influence, and events to unite sporting performance and product innovation in a single narrative.
Parisian media tour around Benjamin Védrines and Léo Slemett to bring their stories to generalist media, lifestyle, and outdoor.
Spring Event bringing together journalists and content creators to discover the AMK collection in an environment consistent with its premium positioning.
Joint statement of the two athletes and of’Alicia Thin, Product Manager, The North Face, to connect field feedback and product expertise.
Dedicated interview sessions allowing for a deeper exploration of the collection's technical choices and its role in the ambassadors' performance.
By combining athletic achievements and product innovation, The North Face has given the AMK collection a credibility that is difficult to obtain through brand discourse alone.
