We took JD Sports’ management team to new heights with an adventurous experience

PROJECT

Summit

CHALLENGE

To bring the North Face brand to life in a way which felt authentic and exciting in order to inspire and to drive brand loyalty from key personnel from one of their biggest customers – JD Sports.

SOLUTION

Each year JD brings its management together with all key suppliers for a series of events and experiences. With an audience that thought they had seen it all before, to create stickiness and memorability we had to tell a brand story at every creative touchpoint.

We collaborated with TBWA Manchester to create ‘Summit’ – an immersive exploration of The North Face brand. ​The idea was to take attendees out of their comfort zones and into the heart of The North Face brand, with a unique evening full of challenges and surprises, all held in a carefully selected venue to inspire and add theatre at Manchester Climbing Centre. ​

Bouldering, climbing and outdoor-themed activities were carefully curated to link to The North Face product range, interspersed with educational and emotive talks which knitted together to create a truly entertaining, inspiring and memorable experience.

The experiences took place alongside a retail product showcase, and later that night entertainment was headlined by up-and-coming Manchester rapper Aitch as well as DJ WIN.​

​With multiple JD suppliers creating events on successive evenings throughout a week, anecdotal feedback identified Summit as the one that stuck in the memory the most.

Everything from concept, planning and execution was first class!

David Wright

Strategic Account Director EMEA, The North Face

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