Dive Brief:

• The North Face is debuting a pop-up showroom in the Italian Alps to launch its Pinnacle Project, according to Fashion Network. The Pinnacle Project encourages "rebellious spirits to unite in exploration through outdoors, fashion, design and music," per the company's website. 
• The showroom is located 2,100 meters high in the Dolomites in Val San Nicolo and can only be reached by foot. It features jackets and backpacks worn by The North Face athletes, including Alex Honnold, Conrad Anker, Simone Moro and Caroline Ciavaldine. Each item has been restored and contains a message from the athlete. 
• The items will be on display at the pop-up for 10 days and will then be auctioned off with proceeds benefiting Società degli Alpinisti Tridentini (SAT), an Italian mountain climbing association. The Pinnacle Project will stop in Berlin and Manchester this fall, with other limited-edition collections. 

Dive Insight:

Kicking off the Pinnacle Project with a pop-up located in the Alps helps The North Face reinforce a brand image that's centered on outdoor exploration. The experience only being reachable on foot also fits in line with that messaging, ensuing visitors are fans of the apparel maker who are willing to commit to a potentially intense physical journey to reach the destination and are not just stopping by to snap a selfie.

These elements, taken together, might help give the push a stronger element of authenticity with adventurous consumers. Teasing future limited-edition collections at upcoming events in urban areas like Berlin and Manchester, which will likely have a larger turnout, could extend the appeal of the campaign.

The North Face is also tapping into purpose-led marketing with the gear auctions in support of the SAT. Businesses with a high sense of purpose have experienced a brand valuation increase of 175% over the past 12 years, according to an April analysis by Kantar Consulting. That rate is roughly twice as much as brands without a clear sense of purpose.  

Other recent marketing efforts by The North Face have also centered on social causes. In April, it announced a commitment to equal representation of women in all of its advertising, social media and marketing content. The initiative, called "Move Mountains," celebrated female explorers through a series of short films that profiled adventurous women and also included a partnership with the Girl Scouts of the USA.