The Goal:
Disrupt the world of outdoor performance to differentiate and cement our leadership as an innovation brand.
The Insight:
The pursuit and sport of high-alpine objectives — both climate & athleticism — have surpassed the gear created to support elite exploration.
The Approach:
AMK is the breakthrough moment to introduce a new suite of technologies and drive a larger commercial opportunity. While we focused the campaign on our DNA and the core athlete, these innovations will extend through every tier of distribution and consumer type.
Key Message:
THE PINNACLE OF MOUNTAINEERING
Introducing a collection of technologies to help alpinists push the limits of human potential.
Human exploration in the high-alpine is evolving. With advancements in technology, changing climates, and the progression of human performance, there’s a growing need for innovation concerning high alpine expeditions above 7000 + 8000 meters. In 2017, The North Face assembled an international team of elite athletes, designers, and innovators with the goal of creating the world’s most sophisticated alpine climbing system.
With a passion for wanting to push the boundaries of human exploration, the team focused on creating a design that enabled the world’s top athletes to be able to move more freely and fluidly in the highest of alpine regions. In re-thinking the needs of tomorrow’s athletes, the team developed a system of layers optimized to work with each other to provide enhanced moisture management and waterproofing for athletes.
The result is an alpine climbing system that is packed with innovation, new technologies, new constructions, and a new fit. This is The Advanced Mountain Kit.
