Over the past few years, industry-leader REI has sparked movements focused on getting people outside during Black Friday and advancing gender equality in the outdoors through campaigns like #OptOutside and Force of Nature. Now, another outdoor company is gearing up to add a new dimension to level nature’s playing field.
The North Face launched a new campaign, Walls Are Meant For Climbing, to spotlight its passion for rock climbing and inclusivity. The campaign gives new meaning to the negative connotation of “walls” and shows how walls should unite- not divide our community. The goal of the campaign is to reach groups that tend to get overlooked by the outdoor community. Rather than hinging the campaign around an already established moment in time, the retailer has created its own hashtag holiday to get consumers involved. North Face has partnered with dozens of climbing gyms to make August 19 a Global Day of Climbing, with free climbing opportunities across the world. To do so, it is making a $1m donation to The Trust for Public Land to support public climbing walls in more communities, with a focus on underserved areas. The brand is also acknowledging the obstacle that many para athletes face and for every person who visits participating gyms, The North Face will make a $5 donation (up to $50,000) to Paradox Sports, an organization committed to making climbing accessible to people with physical disabilities.
Ensuring everyone has the ability to rock climbing is a natural extension of The North Face’s purpose. Through this campaign, they are also demonstrating how other companies today can bring to life its passion within a divisive atmosphere in a way that is authentic, relevant and socially impactful.