Futurelight is The North Face's most advanced material ever created.
Since The North Face is all about Never Stop Exploring®
we brought the audience to literally explore its new product.
EXTREME FITTING ROOM
A hidden pop-up at 2055m in the heart of the Italian Dolomites packed with brand new Futurelight garments.
We split the coordinates into 8 fragments and spread
them between 8 extreme athletes' Instagram accounts.
To find these fragments the audience rummaged
through their content following hints to assemble
the exact location of the Extreme Fitting Room.
With the coordinates in hand, they explored
the Dolomites to find the pop-up and become
the first ones to have the new Futurelight products.
First come, first served. Never Stop Exploring®.