For The North Face’s 50th anniversary, we decoded how people in China see hiking to shape a campaign that changes that view.
The challenge
Many people see hiking as inconvenient, distant and lonely. The North Face wanted to create a positive perception and lift purchase intent for three pillar products.
Our approach
We interviewed young hikers and non-hikers in China to test visual and in-store concepts and recommend the strongest direction.
The result
Insights that reshaped how consumers see the brand, its products and hiking itself.
14%higher outdoor gear market share
32%revenue growth across APAC
Brand-wide figures reflect the client’s overall performance, not this project alone.
