The North Face Launches New Brand Anthem “We Play Different” –

The North Face premieres its “We Play Different” anthem and brand campaign today which is a celebration of the brand’s fearless spirit and core values.

Since its inception in 1966, the iconic outdoor brand has always played differently as evidenced in their Athlete Tested, Expedition Proven cultural mandate and enduring dedication to Never Stop Exploring. The “We Play Different” campaign serves as a new singular narrative that will guide consumer and brand communications challenging its customers to defy norms and explore new paths. The North Face’s new brand anthem highlights personal triumphs and milestones achieved by its world-renowned global athlete team and filmed in the world’s most epic and unconventional playgrounds.

“We Play Different” not only pays homage to The North Face’s spirit and purpose but also challenges and champions its customers to step into total immersion in the outdoors. Compared to traditional sports that have rules, referees, goals, and white lines that confine them, The North Face views mother nature as its guide and goal keeper. Nature never lies and that’s the beauty of the risk the outdoor brand’s global athletes take on every adventure and expedition.

The North Face’s athletes and brand enthusiasts play differently in their approach to exploring places no one else has been, from summits, cliffs, trails, and peaks that began in 1966 on top of an 8,839 foot rock in the Yosemite Valley. This campaign is a celebration of who we are and what has defined our brand for the last 60 years.

The campaign portrays human conquest and personal journeys through compelling moments in sports and movement and will be the driving force behind The North Face’s brand narrative this season. The campaign will appear in select media outlets across Australia and New Zealand, and will include You Tube, and an OOH campaign on the streets of Sydney. 

WORLD SQUARE ‘WE PLAY DIFFERENT’ – OCTOBER 2024

To continue the storytelling around We Play Different, and celebrate the opening of the new format store at World Square, Sydney, The North Face will be hosting 3-days of climbing, breaking down the barriers of climbing and enabling urban explorers to play different.

WE PLAY DIFFERENT | THE MANIFESTO

Out here things are different.

They look different. They feel different. They sound different.

You won’t find state of the art stadiums.

Only couloirs and canyons.

You won’t hear starter pistols or whistles or the roar of eighty thousand fanatics,

screaming at the top of their lungs.

You’ll find no mascots in animal suits out here.

But you might find bears, or wolves or bald eagles.

Nature doesn’t play games and neither do we.

So out here we play different.

We don’t play by the rules,

we make them up as we go along.

We play hide and seek with convention.

We play tag with potential.

We play mind games with can’t.

We play hooky with the status quo,

and hard to get with boring.

We play roughhouse with failure,

And chicken with gravity.

We play and we play and we play.

And when we play there’s always a little voice in our head

that reminds us why we do what we do.

It reminds us why we play the way we play.

It doesn’t say much. It doesn’t need to.

It says all we ever need to hear.

This is going to be wild.

We don’t play games. We Play Different.