MERCADEO Versión en español
The North Face Launches Campaign To Change The Perception Of Walls And Promote Climbing
Manuela Walfenzao| 16 de agosto de 2017
Herbst: Vemos los rocódromos como lugares para unir a nuestras comunidades
To rethink the way people conceive walls is the message of the campaign launched by The North Face, aimed at making the climbing sport a more accessible and inclusive sport. This initiative includes a US$1 million donation made by the company —a division of VF Outdoor— to The Trust for Public Land, an NGO dedicated to the creation of parks and protection of lands, to support the construction of public rockodromes in more communities, with an emphasis on under-catered areas. “The North Face has has passionately supported climbing fans worldwide for more than 50 years” said Tom Herbst, Global Marketing VP of the company. “We see rockodromes as places to unite our communities through climbing, a sport that requires trust and collaboration. The climbing fan community is truly global.” The North Face is also forming alliances with gyms and facilities worldwide to turn August 19th into the World Climbing Day, with free opportunities to climb in cities in the U.S., Europe, Canada, Mexico, and China. For each person who visits one of those gyms, the company will donate US$5 (up to $50,000) to Paradox Sports, an organization committed to making climbing accessible for people with physical disabilities.
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