The North Face and Fred & Farid Shanghai launch Summit Series campaign in China
The North Face has partnered with creative agency Fred & Farid Shanghai to launch a new Summit Series campaign in China—a striking reaffirmation of its elite performance line, designed to support those who venture beyond the ordinary. Under the narrative, ‘Pinnacle Gear. Peak Performance.’, the campaign speaks to explorers who continually push themselves to the limits of themselves and what’s possible.
In the post-pandemic era, China’s outdoor sports market has demonstrated remarkable resilience, with innovation driving much of the growth. With new brands emerging and consumer preferences evolving, The North Face—recognized by TIME Magazine as the Best Outdoor Brand of the Year —is now at a pivotal moment. While the brand is widely embraced as a cultural icon, celebrated for its streetwear appeal and urban fashion status, this is also the time for The North Face to reaffirm its commitment to performance and innovation—the very foundations that have made it a leader in the outdoor industry.
Backed by 60 years of expertise and cutting-edge technology, The North Face continues to embody the spirit of exploration. Through the Summit Series campaign, the brand underscores the extreme challenges of outdoor environments—where physical endurance and mental resilience are tested equally. It brings to life the personal struggles adventurers face, from faltering judgment to moments of self-doubt, and illustrates how Summit Series gear rises to support them at every critical juncture. Every detail in the campaign reinforces that the Summit Series stands as a vital ally for those who push the limits of human potential.
Summit Series represents the pinnacle of outdoor expedition gear, rigorously tested by elite athletes in some of the world’s harshest environments. Designed for peak performance, the series provides professional explorers with the dependable support they need to thrive, reinforcing The North Face’s heritage of advanced outdoor gear innovation.
Created by Fred & Farid Shanghai, the Summit Series campaign unveils a bold new visual identity that captures the intensity of summit exploration. It offers viewers an inside look at the physical and mental demands elite athletes face, underscoring the high performance of the Summit Series.
The campaign’s visuals take an unconventional approach, using deep red tones against rugged landscapes to highlight the intensity and risks of extreme expeditions. This unique aesthetic brings out themes of resilience and determination, capturing the spirit needed to tackle the world’s most challenging terrains.
Running across cinemas and offline platforms throughout October and November, and continuing online and in retail, the campaign delivers a direct, powerful message that reinforces the Summit Series pinnacle status and purpose.
More about Fred & Farid Shanghai X The North Face
As The North Face’s long-term partner in China, Fred & Farid Shanghai has delivered some of the brand’s most iconic campaigns in the country, including Face The North Face, the Coldest Pop-Up Store, or 100 reasons to get back to trail. For the Summit Series campaign, the agency led strategic direction, creative vision, and production.