The North Face Born To Endure

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The North Face: Born To Endure

In 2016, Outdoor Training campaign was officially launched in 10 Asia-Pacific countries which cater to wellness and active lifestyle trend. Outdoor Training encourages people to train and prepare for a certain goal, and this time, it will be for one mini trail running session while picking up litters in the mountains so participants can have a sense of responsibility to nature. This will be called Born To Endure: Train and Run Series.

Objectives:

- To promote FW18 BORN TO ENDURE (TRAIN).

- To capture 80 participants of different field/background by bringing them together through outdoor training and trail running.

- Create engaging social media contents which will reach a total of 500,000 Facebook users nationwide.

Marketing Plan:

Create a campaign video featuring our ambassadors Kyle Antolin and Arlene Agulto together with other influencers known for their field of sport. This is to show that different people can come together, train, and explore different sports like trail running. They will be inviting people to join them through this video.

List of Influencers/Ambassadors:

1. Rochelle Suarez (Age Group 20-25; indoor climbing athlete)

2. Kaizen Dela Serna (Age Group 15-20; obstacle course athlete/gymnast)

3. Manolito Divina (Age Group 35-40; trail runner/endurance athlete)

4. Kyle Antolin (Age Group 25-30; trail runner/regular rock climber/mountaineer)

5. Arlene Agulto (Age Group 35-40; trail runner/regular rock climber/ yoga teacher)

- Ambassadors/Influencers will be in Born To Endure apparel/footwear (full gear) during the shoot to also create a product-centric video.

- Born To Endure Campaign highlights outdoor training and trail running products. With this, it is a good opportunity to showcase products under each category by creating one (1) outdoor training to be held in the city as preparation and one (1) trail running.

- Outdoor Training and trail running activities will be spearheaded by the ambassadors.

- Trail running activity will only be a minor one, thus can cater beginners and intermediate. To give it a fun twist, participants will be picking up litters of trash while on the trails. This will be adapted from the concept of plogging (“plucking “and “jogging”), one of the hottest fitness trends of 2018. This is also to promote responsible LNT Principle (Leave No Trace), and show a sense of responsibility in taking care of nature.