The North Face is not an official Beijing 2022 and as such had to temporarily shutter its store in Genting Ski Resort for the duration of the Beijing 2022 Winter Olympics and Paralympics, but still found an imaginative way to leverage the event by opening the world’s coldest pop-up store.
Setting out to celebrate those who are in search of new adventures, the North Face opened the world’s coldest pop-up winter sports store on the slopes of the remote and wild Changbai Mountain – one of the coldest areas in China where temperatures drop to -30℃.
The coldest pop-up store, which acts as a call-out to all of those who share the spirit of #NeverStopExploring, was created in a partnership with creative agency FRED & FARID Shanghai and was open for one week in Mid-January. The shipping container/cabin showcases many of The North Face’s key products.
The temporary wintry shop was pitched as a way to surprise and compensate customers due to the temporary closure of its Genting store due to Beijing 2022. It was promoted through an integrated digital-first campaign spanning online video, social and PR.
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The North Face, founded in 1968 in the USA, is an outdoor and sportswear retailer specializing in clothing, footwear and equipment for mountaineers, climbers, skiers, hikers – athletes who love outdoor adventure sports.
Other recent notable North face campaigns and marketing initiatives have included ‘More Than A Jacket’, ‘Never Stop’ and ‘Reset The Normal’ as well as ‘Catch’ and ‘Question Madness’.
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