New York City, N.Y. -- If you were offered the chance to hop in a taxi and go on a crazy adventure, would you? (Probably. That's why we're in this industry.) But The North Face wanted to reach out to a few more sheltered types, so it drove a taxi around New York and offered whoever hailed it a chance to drop everything and go somewhere. See their reactions after the jump...
Bordentown, N.J. — Princeton Tec has promoted its longtime U.S. sales manager, Justin Kline, to international business development manager. In his new role, Kline has already been hard at work building the flashlight and headlamp brand’s reach in Europe.
Sacramento, Calif. — With the December launch of the movie “Wild,” which takes place on the Pacific Crest Trail, the association that coordinates maintenance and conservation efforts along the trail is encouraging new hikers and backpackers to act responsibly, with the #ResponsiblyWild marketing campaign.
Woodstock, Vt. — Tubbs Snowshoes is taking people directly to the outdoors with the opening of its brand-new adventure center at the Woodstock Inn and Resort in Vermont. The center features expert-led excursions like tours, scavenger hunts, moonlight treks and more. It will also offer Tubbs gear for purchase or rent from the resort’s on-site ski shop.
Seattle, Wash. — ExOfficio has deepened its partnership with Tim Ferriss, the author of “The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join the New Rich” by sponsoring his podcast. Ferriss has been wearing and recommending ExOfficio’s Give-N-Go underwear since 2007. Ferriss also endorses a selection of products on ExOfficio’s website.
Alameda, Calif. — The North Face launched a multi-faceted ad campaign that links video, music, charity and real-world stunts to inspire people to go outside and do stuff. The cornerstone of the campaign is a two-minute long video featuring The North Face athletes running, skiing, camping and more, set to a cover of Woody Guthrie’s “This Land is Your Land.” It’s up now on Youtube and will run on various TV channels through November and December.
With its latest “Experience the Difference” campaign Gore-Tex plans to generate 1 billion impressions through video, online and print advertisements—including advertisements on television and at films. The company is working to build on the introduction of its new surround technology, which it debuted at Outdoor Retailer Summer Market and the OutDoor fair in Friedrichshafen, Germany.
Vibram is responding to its recent lawsuit troubles by daring customers to try their shoes anyway—and offering a full refund if they aren't convinced after six weeks. The new offer, which will last through the end of 2014, only applies to Vibram shoes purchased on the company's website. But are consumers who are increasingly skeptical of minimalism's benefits going to take advantage of the offer?