Representing its first global brand campaign, The North Face unveiled “Never Stop,” featuring cinematic footage designed to “take viewers on an emotional journey inspiring them to discover the exhilaration that lives at the outer edge of their physical and intellectual possibilities.”
“Never Stop” features athletes Conrad Anker, Paige Claassen, Xavier De Le Rue and Tom Wallisch climbing, mountaineering, skiing and snowboarding while blending with cultural, creative and emotional scenes of a photographer, marine biologist and scientist to generate a narrative of exploration.
“Never Stop” is about exploring your potential in whatever endeavor inspires you,” said The North Face athlete Jimmy Chin. “For me, pushing myself in the mountains has been an important part of my life and something I am passionate about, but photography has been an equally incredible journey to find new perspectives and push myself creatively.”
Added The North Face President Todd Spaletto: “Whether it’s the epic or the everyday, we want to inspire people to find the thing they love, and relentlessly pursue it. Building on our previous U.S.-based campaign, ‘Never Stop’ features people who embody the spirit of exploration.”
The campaign also celebrates the heroes of the U.S. Department of the Interior’s 21st Century Conservation Service Corps (21CSC).
As part of the campaign The North Face is donating $100,000 to the Department of the Interior and the 21CSC.
Four conservation corps organizations will each receive $25,000: Student Conservation Association, American YouthWorks, Conservation Legacy, and Team Rubicon – selected on nominations submitted of inspiring corps members caring for public lands in communities across the country and inviting others to participate in active outdoor stewardship.
The four winners are:
- LaJuan Tucker, American YouthWorks: Tucker’s program encourages young people to pursue conservation careers and preserve the great outdoors. (Photo far left)
- Anthony “Chako” Ciocco, Conservation Legacy: Ciocco leads the Ancestral Lands program on the Navajo Nation under Conservation Legacy’s Southwest Conservation Corps. Under his leadership, Navajo youth work to rebuild damaged ecosystems. (Photo second from left)
- Jeremy Taitano, Student Conservation Association: Inspired by damage caused to coral reef and marine life of his home in Saipan, Taitano joined the Student Conservation Association (SCA), whose mission is to build the next generation of conservation leaders. (Photo second from right)
- Team Rubicon: Founded by two marines following the devastating 2010 Haiti earthquake, Team Rubicon seeks to provide veterans with three things they lose after leaving the military: a purpose, gained through disaster relief; community, built by serving with others; and identity, created by joining a new mission. (Photo far right)
The Department of the Interior is the nation’s largest land manager, stewarding approximately 20 percent of the nation’s lands, while the 21CSC works to provide jobs for youth and returning veterans and create the next generation of outdoor stewards. Since its launch by the Obama Administration in 2010 as part of the America’s Great Outdoors program, REI, American Express, American Eagle Outfitters, CamelBak, The Campion Foundation, Youth Outdoor Legacy Fund, and the Coca-Cola Foundation have joined the movement.
“We appreciate our continued partnership with The North Face, this year highlighting conservation heroes who are making a difference in their communities,” said Interior Secretary Sally Jewell.
The North Face’s donation builds on last year’s support of the 21CSC when the brand donated $250,000 to support jobs for young adults and returning veterans working on projects to protect and enhance public lands from Golden Gate National Recreation Area in California to Everglades National Park in Florida.
The “Never Stop” campaign will be distributed globally throughout the fourth quarter in more than 10 markets including the U.S., Canada, Germany, U.K., France, China, Korea, Australia, Nepal and Singapore.