Walls Are Meant For Climbing
North Face was looking to create a global climbing initiative. So in a climate of growing division, we turned walls into a symbol of unity, a new way to come together.
Every year, on Global Climbing Day, the brand donates $1 for every person who climbs at one of the more than 150 participating gyms. Garnering over 40,000 participants and 80 million impressions globally.
The initiative launched on Global Climbing Day around the globe – US, China, Europe, Canada and Mexico. Starting with a climbable billboard in NYC featuring Alex Honnold and a live streamed event in Chicago featuring a host of climbers, influencers and artists.
Around the world, fans sported our message and raised funds with every purchase.
The platform set the stage for inspiring stories from all around the world about the personal walls people overcame through climbing.
