North Face 2014 Annual Report Download - page 8

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6
SETTING OUR SIGHTS
Never Stop Exploring™. The North Face® brand takes this message to heart in our
products, how we connect with our consumers and how we manage this iconic
business. In 2014, when the lines between outdoor, active and lifestyle brands and
products continued to blur, The North Face® brand once again demonstrated its
strength and positioning as the world’s largest outdoor performance brand.
The North Face® brand represents products that define and redefine categories
while continuing to deliver high returns. 2014 was no exception. In its second year,
our Thermoball™ platform surpassed $100 million in sales and established itself
as the transitional outerwear of choice among consumers.
Seeing the strategic opportunity for greater visibility across all four seasons, we
successfully launched our Mountain Athletics™ collection. This premium line, built
for athletes’ training needs, features superior durability, range of motion and moisture
management, and even offers goal-based, sport-specific online conditioning programs.
Finally, our Ultra Series™ footwear line made meaningful contributions, delivering the
perfect balance of performance and protection for a full range of activities, from hiking
to trail running to training.
The consumer is at the center of everything VF does. Through deep consumer insights
work, we tapped into the passionate connections people have with The North Face®
brand and promoted the concept of exploration. This process led to the creation of the
“Your Land” advertising campaign, which unites the adventurer within all of us – from
the elite outdoor athletes to recreationists. Every day, The North Face® brand inspires
explorers everywhere to get outdoors and enjoy the places that connect us to the world
we share.
$2.3B
in revenues in 2014
$3.3B
in revenues expected
by 2017