The North Face has officially launched “Move Mountains”, a global movement to change the face of exploration by celebrating and sharing the stories of adventurous and courageous female explorers, and by doing so, enabling a new generation of fierce, confident women.
Revealed at launch events in London and Munich, “Move Mountains” is rooted in sharing more stories of women in exploration, engaging in activism to enable the next generation of explorers, and a business commitment that impacts everything from representation in marketing campaigns to investment in product design. At the events the celebration of women explorers featured a panel line-up including award-winning writer and editor, Farrah Storr, and presenter and DJ, Carly Wilford, who spoke to a room of industry leaders who are moving mountains in their own sectors. Also in attendance was The North Face female athlete roster, including world-record breaking endurance runner and environmental activist Fernanda Maciel who is one of the faces of the campaign alongside Margo Hayes, Ashima Shiraishi, and Hilaree Nelson.
As part of its ongoing commitment to the cause, The North Face will be partnering with outdoor educational UK charity, The Outward Bound Trust to reduce the financial barriers for young women from all walks of life to experience the great outdoors. They will be working with young women from urban environments and actively promoting the benefits of outdoor activity to them, with the support of members of The North Face’s NeverStop Community.
NeverStop Community members will help young women to embark on new adventures. From venturing out to a crag to learn the basics of rock climbing, hiking on foot deep into the mountains, to kayaking amongst seals – together The Outward Bound Trust and The North Face will take young women on a journey of exploration to unlock their potential
‘Our organisations share a vision to get people from all walks of life into the outdoors as we know the power of adventure and exploration. The mountains, lakes and seas of the UK are Outward Bound’s classroom, where we are able to awaken young people to their potential and develop in them strength, resilience and self-belief. With The North Face’s support we will be able to inspire an additional 1600 young women, and together create the next generation of female explorers,’ said Nick Barrett, Chief Executive at Outward Bound Trust.
In addition to this partnership, The North Face has pledged to make changes within the company by starting with equal representation of women in all marketing and content. Similarly, it has more than doubled its investment in the design and manufacturing of its apparel and kit for women. There will be a concerted focus on fit, feel and performance with product being created by the people who know women best – other women.
Kath Smith, General Manager of The North Face EMEA said: ‘The North Face was founded upon the love of the outdoors and empowering absolutely everyone to be able to explore it. There are women all over the world who are doing incredible things and we really want these stories to be heard and in doing so inspire the next generation of adventurous young women.’
To find out more about the campaign visit www.thenorthface.com/move-mountains.