Video: Question Madness, The North Face 50th Anniversary -
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BLOG | NEWS | 04 October 2016

Video: Question Madness, The North Face 50th Anniversary

The Californian brand turns 50 and to celebrate they launched a digital campaign that showcases athletes from throughout the brand’s history

In 1966, two passionate, young outdoor athletes, Douglas Tompkins and Kenneth “Hap” Klopp, opened a single store front in San Francisco.

From the beginning, the brand committed to serving all those who desired to explore and craved for adventure. They have always believed that exploration creates a lasting bond with the outdoors, inspiring people to protect and cherish the land. Based on this thought, they developed their adage of Never Stop Exploring™.

The timing and location couldn’t have been better as there was a climbing revolution taking place in Yosemite. In 1968, The North Face moved to the other side of San Francisco Bay, to the unrestrained possibilities of the Berkeley area where they began designing and manufacturing their own brand of technical mountaineering apparel and equipment.

Fifty years later, they are one of the largest manufacturers of outdoor gear and equipment and to celebrate, they unveiled a new global brand campaign, “Question Madness,” as well as announced the opening of their first ever New York flagship store on Fifth Avenue. The video highlights athletes from throughout their history, finding joy and fulfilment along their own paths of exploration as they break perceptions, redefine success, and inspire others to do the same.

The campaign features breathtaking imagery and strives to determine if outdoor athletes are crazy, or are just devoted and driven for their love of the mountains. As Alex Honnold says at the start of the video, “It is weird having tons of people questioning your motivations and questioning your sanity”. The response to this statement can be seen throughout the rest of the video which is accompanied by Cat Stevens' "Miles From Nowhere".

Is scaling a mountain a sign of obsession or devotion? Is someone trekking through the snow a freak or a pioneer? After watching the video, many people might think these activities are in fact crazy but as lovers of the mountains and outdoors, we appreciate those that follow their dreams and heart. There is nothing crazy about being one with nature and living life to its fullest. It is rather, a passion for life.

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