Hasta La Creative!

The North Face is stepping up its year-round marketing efforts with a major spring campaign that breaks today, a departure for a retailer that typically only runs big pushes during the fall and winter seasons.

Called “I Train For,” the campaign aims to reach the growing number of consumers who lead active lifestyles and spend more time training throughout the year. The dual goal is to promote The North Face’s activewear line, Mountain Athletics.

The year-round strategy is part of The North Face’s shift from an outdoor apparel retailer to an active and lifestyle brand. “[Consumers] see the North Face as a powerful growing active brand that has a key connection to their life,” said Todd Spaletto, president. “It’s important to maintain that connection with consumers year-round.”

Continue reading at AdAge.com