This weekend, over 1,000 people joined The North Face as it kicked off its global campaign – Walls Are Meant For Climbing – aimed at bringing together the climbing community, with a day of free climbing. With the help of legends from the world of climbing – Alex Honnold, Hansjörg Auer and Jacopo Larcher – the leading outdoors brand opened up London’s The Castle Climbing Centre to the public. The first day of the campaign saw bouldering master-classes with the athletes, as well as free climbing throughout the day.
Aimed at making the sport of climbing more accessible and inclusive, The North Face announced a global brand campaign that asks people to rethink the way we look at walls. Walls are places where people in the climbing community come together to test themselves, build trust, and strengthen communities. Walls aren’t meant to divide us, they unite us. Walls are meant for climbing.
To celebrate the campaign’s launch and highlight the connections formed through climbing, The North Face has partnered with gyms and facilities worldwide to make 19th August 2017 a global day of climbing, with complimentary climbing opportunities offered in cities across the U.S., Europe, Canada, Mexico, and China.
“The North Face has been a passionate partner to the world’s climbing community for more than 50 years,” said Tom Herbst, global vice president of Marketing at The North Face. “We see walls as a place to unite our communities through the sport of climbing – a sport that requires trust and partnership. Our climbing community is truly global and we believe that communities are stronger when inclusive. Our intent is to inspire others to think more hopefully about the type of community we all want to work and play in.”
In Europe, The North Face opened the doors to the best climbing centre in London – The Castle, Stoke Newington – with free access throughout the day. Londoners had the chance to climb alongside a true inspirational hero, Alex Honnold – one of the world’s greatest climbers and recent record breaker following the world’s first free solo climb of El Capitan in Yosemite. Open to all abilities Alex was joined by fellow world class athletes Hansjörg Auer and Jacopo Larcher to host sessions.
Following the global day of climbing, the brand will continue to encourage people to climb through its Never Stop community groups, who will be providing regular complimentary sessions in over 10 European cities. A limited edition t-shirt will also be available from www.thenorthface.com, and at the brand’s flagship UK store at 290 Regent Street.
The North Face has a long history of supporting the climbing community through sponsorship of athletes including Alex Honnold, James Pearson and Ashima Shiraishi, and through the support of non-profit organizations like USA Climbing, the Trust for Public Land, Paradox Sports, the Access Fund and the American Alpine Club that focus on access, conservation and education.
For more information on “Walls Are Meant For Climbing,” visit www.thenorthface.com/walls