Women are still unde

Women are still underrepresented in outdoor sports: Many brands aim(ed) men as their strongest target group, which was (and still is) evident in the products, their marketing and in the shops. With "She Moves Mountains", @thenorthface launched its first global campaign aimed exclusively at women, including stories of extraordinary athletes such as alpinist @hilareenelson , but also role models beyond sporting activities, for example NASA scientist Tierra Guinn Fletcher. The campaign was also supported by the "Active Trail" collection for a female target group, set up by a purely female designer team, as well as the opening of the first two women-specific stores. The result: a social reach of over 275 million users globally + 25 % more sales with the women's collection!