North Face 2007 Annual Report Download - page 8

INSIDE / AUTHENTICITY
ALIGNING WITH
THE STARS
VF’S OUTDOOR BRANDS GIVE ATHLETES
AN EDGE—AND VICE VERSA
As fearless as she is fashionable, Ingrid Backstrom is one
of the top big-mountain freeskiers in the world. She’s won
countless competitions and starred in numerous ski flicks,
including the award-winning Sony Pictures movie Steep. A fan
favorite, Ingrid worked with The North Face® development team
to design the one-piece Shugga ski suit, which will launch in
the fall of 2008. “I love the Shugga,” says Ingrid. “It looks cool,
but it sure keeps me warm and cozy on stormy days.”
“ Nothing looks as
great—or is as
technically bomber.”
— Ingrid Backstrom, Premier Female Freeskier
(The North Face® team since 2004)
For more than three decades, The North Face®
brand has teamed with professional
adventurers and explorers who continuously
push the boundaries of what’s humanly possible.
These world-class athletes work closely with
the brand’s research, design and development
group to create new technologies and
products that provide the ultimate fusion of
function and fashion—often putting them to
the test in the harshest conditions on earth.
In turn, we support their expeditions and
endeavors, creating a platform for promoting
the superior performance of our products to
consumers across the globe.
The strategy couldn’t be more synergistic—
or successful. The North Face® team members
and our cutting-edge products are the
stars of millions of media impressions each
year, driving demand for our apparel and
equipment, and generating buzz for our brand.
In partnership with our athletes, we work hard
to protect the authenticity of our products and
the integrity of our brands. Consumers know
when they choose The North Face® products,
they are buying the ultimate in performance—
whether they are true adventurers or
adventurers at heart.
Other brands in VF’s Outdoor coalition—
including Vans ® and Reef ®—have emulated
this strategy with equal success. Our athletes
are the heroes of their sports, and the face
of our brands, to millions of fans and
consumers worldwide.
“ Vans are the original skateboarding shoe.
They are the soul of this sport.”
— Geoff Rowley, Skateboarding Legend
(Vans® team since 1999)
Superstar skateboarder Geoff Rowley is a leading member of the Vans® skating
team. Working with Geoff, the Vans® brand has developed a new “boardfeel”
philosophy of shoe design, giving consumers a skateable product right out of
the box. Geoff is intimately involved in the entire product design process, from
mock-ups to the marketplace. His seventh signature design—Rowley Squares—
is one of the lightest and slimmest profiles for skate shoes ever produced, and
one of the most successful. There’s even a vegan version, just like Geoff.
“ Reef doesn’t just understand surfing—they
live the lifestyle.”
— Bobby Martinez, Surfing Icon
(Reef ® team since 2005)
The Association of Surfing Professionals Rookie of the Year in 2006, Bobby
Martinez is one of the hottest surfers on the circuit—and the sport’s leading
ambassador to the Latino community worldwide. As a member of the Reef®
team, Bobby is on a quest to break down stereotypes and become the next
world champion. The Reef ® brand’s association with the world’s top surfers has
helped it become a top name in the sport. That includes hosting the prestigious
Reef ® Hawaiian Pro, first stop on the Vans® Triple Crown of Surfing tour.