The North Face has launched a global campaign, Walls Are Meant for Climbing, to spark conversation around building communities and trust.
The North Face has begun a global campaign to make the sport of climbing both more accessible and inclusive. Urging people to rethink their views on walls, the push stresses that walls are not divisive, but instead, bring communities together and build trust.
To celebrate the launch and highlight the connections formed through climbing, the brand will offer a million-dollar donation to The Trust for Public Land to support public climbing walls in more communities, with a concentration on underserved areas.
The outdoors specialist will partner with gyms worldwide to make 19 August a global day of climbing, with opportunities in cities in the United States, Europe, Canada, Mexico, and China. Additional activities with athletes commence in New York, Shanghai, and London.
Additionally, for every person who walks through a participating gym, the company will donate $5 (up to $50,000) to Paradox Sports, an organisation that connects climbing and people with physical disabilities. Other projects have included the sponsorship of athletes.
“We have been a passionate partner to the world’s climbing community for over 50 years. Our intent is to inspire others to think hopefully about the type of community we want to work and play in,” said Tom Herbst, Global Vice President of Marketing at The North Face.
Photo caption: Climber, Jimmy Chin, at Outside Lands in San Francisco.