THE NORTH FACE
One of the most important product launches in The North Face's history. Our job was to make it instantly famous.
ROLE
Athlete & Influencer Campaign Director
Led social and creative strategy alongside TNF's Senior Global Brand Manager. Building, managing, and activating a 64-person athlete team across a six-month campaign.
GOAL
Turn TNF's global athlete roster into the most powerful media entity in the outdoor industry, then use it to launch FUTURELIGHT in a way that felt authentic, not manufactured.
64 Athletes Participated
729 Athlete Posts
1,099 Total Posts
24,021,575 Total Reach
1,508,577 Total Engagement
6.3% Campaign Engagement Rate
195,157 Link Clicks To TNF Website
THE NUMBERS
THE STRATEGY
PLAN
Built athlete teams, individual sharing requirements, creative briefs, messaging guidelines, and a full tracking and data strategy from scratch.
TEASE
Activated 64 athletes with black and white content, no product, all atmosphere. Pure anticipation.
LAUNCH
Coordinated simultaneous athlete posts across Instagram and Facebook, directing original content creation and deployment of approved TNF assets on a precise timeline.
SUSTAIN
Kept the momentum going through the Lhoste, Defiance, and Flight product efforts with ongoing content creation and paid support.
ATHLETE MANAGEMENT
64 athletes. 6 months. Every post briefed, every caption written, every piece of content directed.
Managing a roster this size meant building real relationships, not just sending briefs and hoping for the best.
Creative direction was personalized to each athlete's voice and audience so the campaign felt genuine across every account.
ORGANIC SOCIAL
4,297,043 Organic Reach
223,143 Engagements
2,033,068 Video Views
34,101 Link Clicks
333 Posts Created
64 Athletes Participated
PAID SOCIAL
238,400 Organic Reach
33,440 Engagements
33,301 Video Views
26,505 Link Clicks
27 Posts Created
The Result
24 million people reached. A 6.3% engagement rate in an industry where 1–2% is the benchmark. And a product that launched exactly the way it was supposed to, through the authentic voices of the athletes who actually use it.
FUTURELIGHT was instantly famous.