HOSTED AT INMOTION!
\ \\ \ Services
  • Brand Positioning
  • Brand Strategy
  • Concept Creation
  • Event Design & Implementation
  • Event Production & Management
  • Market Research
  • Project Management
  • Strategic Alliances

\ \\ \ Challenge

The North Face has been a retail leader in the ski and snowboard industry for many years. Around 2010, the elite brand aimed to connect with a younger generation of snow sports enthusiasts. The North Face contacted MSI to assist in developing a clear strategy for building awareness and consumer loyalty with the younger target market.

\ \\ \ How We Did it

MSI respects the intelligence of the consumer—especially the young kids. Freeskiing was quickly emerging as the most progressive trend in snowsports transcending sport boundaries with exciting disciplines like halfpipe and slopestyle. Competitions like the X Games and Dew Tour had built excitement for skiing’s newest phenomenon, but the athlete pipeline had significant gaps.

The North Face agreed expensive sponsorships and flashy ad buys would not develop loyalty with this core group of influencers. Instead, MSI assisted in the development of a grassroots open-competition series, which supported the athlete pipeline by providing aspiring athletes the opportunity to compete at high-level events alongside top pros. Simultaneously, MSI assisted in positioning The North Face as the charter sponsor of U.S. Freeskiing shortly before it was announced that freeskiing halfpipe and slopestyle would make their Olympic debut at the 2014 Winter Games in Sochi, Russia.

\ \\ \ Project Results

"The North Face PPOS is really what launched Maddie’s career. She had her first taste of how a pro competition is run. It was a great proving ground for her as well as a change to judge how she would do on a bigger stage."

// /-Sue Perpall-Bowman, mother of Maddie Bowman, 2014 Olympic Women’s Halfpipe Gold Medalist

2to4 AFP SANCTIONED EVENTS EXECUTED (Winter 2010-2014)
13/16 U.S. SOCHI OLYMPIC TEAM MEMBERS COMPETED IN PPOS
11/12 2014 OLYMPIC MEDAL WINNERS COMPETED IN PPOS EVENTS
The North Face PPOS Virtual Competition

\\\ \\ \ The North Face PPOS Virtual Competition

Read More