Utilizing Assets: The Northface Launches Its Summer Base Camp (P.S. It's Virtual & Free)

One thing I’ve liked seeing from brands during this unique time we call “2020,” is those who are finding a way to stay true, bring value to customers and prospects AND do so while taking advantage of existing assets. Here’s another great example from The North Face.

The outdoor apparel brand, like every other company on the planet, has likely been reassessing its marketing and brand communications. One output? The launch of its Summer Base Camp. The online virtual camp kicked off this week and features classes and tutorials — from adventure photography to tie dye to trail-friendly nutrition — all available following a free registration.

Photo via The North Face

The course schedule is a celebration of all things outdoors and “classes” are hosted by The North Face athletes and partners, from renowned adventure photographer Jimmy Chin to ultrarunner Coree Woltering. Although I’ve not dug deep into all the related communications, one can assume it’s heavy-up on social, activating this cadre of instructors/influencers in a smart way, and supporting the effort through owned channels and PR (like this article in Men’s Journal where I first ran across it).

A great way to activate ambassadors, ingratiate yourself to fans and bring new prospects into a branded experience. I, for one, signed up for my 8.5 year-old daughter, and we’re set to run through Jimmy’s video this afternoon given her budding passion for photography.

Well done, TNF. Here’s to a summer of outdoor fun and discovery. Thanks for fanning the flames.