Outdoor gear purveyor, The North Face, is delving deep into content. According to Media Buyer Planner:
The North Face and Pace Communications have launched a new online publication, Epic, penned by world-renowned climbers, alpinists, long-distance runners, skiers, snowboarders and others. Epic unites the adventure-sports industry across multiple disciplines, featuring advice, trends and coverage of events and expeditions of interest to athletes and consumers.
The company claims that the publication is “no glorified catalog for The North Face.” Rather, it “brings the world’s most daring sporting expeditions and remote locations to its readers through video feeds, live chats and photo slideshows. ”
Athletes and other contributing experts will share their tips on everything from packing light to finding the best equipment to recipes for meals on the go. Readers can upload the recipes on to their iPods and take them along on their next trek. The site also features links to The North Face’s events, including the Western States Endurance Run, The Endurance 50 and Badwater Endurance Marathon, and to philanthropic partners such as Global Giving.
Although, I’ve just had my first brief look, Epic appears to be a well executed big idea.
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Could The North Face finally be trying to get back to the roots of what made them great? Are they finally gettting tired of being shunned by the true outdoorsmen that feel more of a kinship with Patagonia and Mountain Hardware? Or is this just a sad marketing ploy?
Time will tell.