How Steve Lesnard And The North Face Changed The Waterproof Wear Game Forever – North Facehas launched “Reset Normal”, a global initiative to encourage people everywhere to return to their lives through research and hope that they will thrive and find what they need in a difficult environment.
The world’s biggest celebrities have pledged $7 million and are joined by industry powerhouses, including Lena Waithe, an EmmyAward-winning singer, producer and actress who dedicates her career to mentoring underrepresented artists and Jimmy Chin, a Northern actor. of FaceGlobal. The player. , and the Academy. An award-winning director, to help create innovative solutions that address external inequalities and support research opportunities. Meanwhile, communities of color are three times more likely to be in unsafe places, and often face discrimination and other problems in their research.
How Steve Lesnard And The North Face Changed The Waterproof Wear Game Forever
“For me, research has always been an idea. As an artist I see myself as a constant researcher, I am curious and I believe that everyone can and has this freedom,” said Lena Waithe. “The only way to see change happen is to help create it ourselves. I’m excited to work with The North Face and the Explore Fund board members so that all of our ideas support outdoor diversity and make it a place for everyone.”
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As part of its development, the brand is launching a research fund meeting, an international collaboration to bring together professionals interested in culture, entertainment, education and the outdoors to provide ideas and solutions that will help in research. The plan is to hold a full stakeholder research meeting and publish it in spring 2021.
WaitheandChiWill will work with other developers, academics, industry partners and more, so that together they can create ideas that help them make a difference. Together, the team will bring new ideas and concepts to the way North America launches, selects and supports organizations through The Explore Fund.
In its first year, the goal is for the Research Fund Council to consider ways to find more opportunities for cultural research and to connect different communities to benefit from research.
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I caught up with Steve Lesnard, Global VP of Marketing and Sales for North America, and Nicolas Van Erum, Partner, Sid Lee LA, a leading advertising agency, to find out more.
Afdhel Aziz: Steve, you’re welcome. TheNorthFaceis celebrating 10 years of the Explorers Fund. Please tell us a little about how this idea came about and how it fits into the core mission of ‘Dare to Explore’?
Steve Lesnard: We’re excited to celebrate 10 years of building justice in the outdoors through TheNorthFace’s philanthropic website, Find the Fund. For ten years, TheNorthFaceExplore Foundation has united communities around the interests of exploration and provided millions of dollars to non-profit organizations working to build and protect wilderness areas to support research.
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However, 2020 has shown that we need to speed up the process and find qualified foreign experts to help us do this. As a result, we are launching the next phase of the Research Fund and the Research Fund to continue our work to innovate research barriers and make them accessible to everyone now and in the future.
We believe that recruiting external experts will help us achieve our global research goals.
Lesnard: Through her work in film, television and entertainment, Lena has proven to be a true disruptor, promoting representation and integration with the people who created them and the projects they produced, wrote and produced. His production company, Hillman Grad, is dedicated to promoting underrepresented artists. As a brand, we appreciate her work and are happy to join forces with a strong voice like Lena to continue to promote change and reach abroad. We hope that his expertise will bring unique ideas on how to improve research, and provide new ideas on how to overcome some of the challenges in research.
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Aziz: Nico, Sid Lee supported TheNorthFace with extreme campaigns like “The Wall Must Go Up” and “Move Mountains.” How did the idea to create ‘Natural Recovery’ come about?
Nicolas Van Erum: When we started working on this idea at the beginning of 2020, the goal was elections. This has changed and continues to change with the outbreak of COVID-19 and the rise of ethnic violence. This event helped us highlight the role TheNorthFaceshould play in society and culture. The idea was born from the new things we had to accept during the shutdown, especially in its early stages.
All this time, everyone is asking when will we be back? As the civil rights movement continues to spread across the United States and around the world, we continue to think about the inequality and uncertainty in our world before it closes and wonder what we can learn from this, how can we achieve something better? Don’t go back to normal, but go back to normal, go forward. “Restore the natural” is a call to action and a way for TheNorthFaceto engage with the world. These ideas are also reinforced by the individual and collective responsibility we can take to change our course and become stronger than ever.
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Aziz: Please tell us about the creative process you guys took, the idea of ’be the change we want,’ and the voice of hope?
Van Erum: We wanted to tell a compelling story that puts our audience at the center of the story while also showing that our overall goal is to make a difference in the world. We do this by insisting that what we have to do is at our feet – possible for us, as well as outside. Everything in the development of this campaign was important; from a close collaboration with Lena Waithe to lending the film’s voice to an Aloe Blacc song, we had to change.
The music video shows the courage of the human will and empowers people to know that they can control these difficult and unknown situations. By showing athletes, runners, and regular runners, each facing internal and external struggles, we wanted the international community to be vulnerable and strong. Our hope for this music video comes from our story about the success people find after overcoming obstacles and finding their own strength. We wanted to focus on the critical intersections we face around the world and the need to innovate through research.
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Lesnard: TheNorthFace believes that creating a diverse and inclusive community starts from within. Therefore, we have taken an employee-driven approach to help build the community we want to see in the future.
We have created an inter-ethnic council to continue to build and accelerate our work to transform the BIPOC community against racism. We pursue diverse, inclusive, and similar activities.
In line with this, we are working with our parent company, VF Corp., to advance VF’s global commitments and initiatives, including 25% representation of people of color in the U.S. at executive and senior levels by 2030, and lessons. to live in for all groups promoting integration and combating intellectual discrimination. Facebook has been growing. In recent weeks, more than 1,000 advertisers have agreed to boycott the giant for failing to stop hate speech and falsehoods on the site.
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This list was cut on June 18. That’s when The North Face, a Denver-based outdoor clothing company, announced it would be the first major brand to join the campaign to freeze profits.
Steve Lesnard, vice president of business, said that North Pole has previously announced its support for protests against police brutality and racial inequality. He saw the campaign as an opportunity to put his money where his mouth was.
“It was absolutely in line with our values and our strategy,” Lenard told Colorado Matters. “That’s why we were able to join the team right away.”
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REI and Patagonia soon followed. Coca-Cola, Ford, Lego, Adidas and many other companies have recently pledged to end their advertising business with Facebook in July. Other brands, including The North Face, have also stopped advertising on Instagram, which Facebook bought in 2012.
The goal of the boycott is to force the company to “create a hostile environment.” In registering advertisers, the goal is to follow the life of the social media. Of the $70 billion in revenue Facebook generated in 2019, 98 percent came from advertising.
Behind the effort is a coalition of civil rights organizations, including Color of Change, the Anti-Defamation League and the NAACP. The groups launched the campaign for 10 reasons, such as stricter censorship of private groups and a response to the company if one of their ads approaches scandalous content.
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Although Lesnard said the “imminent” news worried North, it wasn’t the reason the brand entered the show.
“For us,
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