JD Sports x The North Face
Ready For Anything
Insight
The North Face is built to withstand the extreme, but extreme is a relative concept. It doesn’t just mean climbing a mountain or off-piste skiing. For the JD consumer, extreme is a way of life, and only TNF can keep up. We had to reaffirm TNF’s outerwear category leading position and redefine extreme by blurring the line between “ordinary” and “unordinary”.
Challenge
Extreme instinctively sounds a bit… well, extreme. We had to show the JD consumer that you can wear the TNF in the harshest of elements… but you don’t have to. We couldn’t have anyone look at the campaign and think ‘nah, not for me, I never stray beyond the M25’. This had to feel personally resonant for a mass audience to make them understand that whatever the challenge, whatever the weather, TNF and JD have got them covered.
Change
We brought the spirit of outdoor exploration to an urban environment with a narrative following a group as they move through the streets in five key scenes towards their destination. Each scene plays a distinct role to showcase different fits, product tech and benefits – but all embodying the dynamism, movement and energy synonymous with JD and TNF. The 360-degree (not talking weather) campaign was rolled out across retail, digital, paid media, and social platforms, reframing the extreme as the essential, making TNF outerwear a must-have for colder months ahead, and showing our audience that it doesn’t matter what life throws at them… because we’re Ready for Anything.
Insight
The North Face is built to withstand the extreme, but extreme is a relative concept. It doesn’t just mean climbing a mountain or off-piste skiing. For the JD consumer, extreme is a way of life, and only TNF can keep up. We had to reaffirm TNF’s outerwear category leading position and redefine extreme by blurring the line between “ordinary” and “unordinary”.
Challenge
Extreme instinctively sounds a bit… well, extreme. We had to show the JD consumer that you can wear the TNF in the harshest of elements… but you don’t have to. We couldn’t have anyone look at the campaign and think ‘nah, not for me, I never stray beyond the M25’. This had to feel personally resonant for a mass audience to make them understand that whatever the challenge, whatever the weather, TNF and JD have got them covered.
Change
We brought the spirit of outdoor exploration to an urban environment with a narrative following a group as they move through the streets in five key scenes towards their destination. Each scene plays a distinct role to showcase different fits, product tech and benefits – but all embodying the dynamism, movement and energy synonymous with JD and TNF. The 360-degree (not talking weather) campaign was rolled out across retail, digital, paid media, and social platforms, reframing the extreme as the essential, making TNF outerwear a must-have for colder months ahead, and showing our audience that it doesn’t matter what life throws at them… because we’re Ready for Anything.
