Aimed at making the sport of climbing more accessible and inclusive, The North Face today announced a global brand campaign that asks people to rethink the way we look at walls.
Walls are places where people in the climbing community come together to test themselves, build trust, and strengthen communities. Walls aren’t meant to divide us, they unite us. Walls are meant for climbing.
To celebrate the campaign’s launch and to highlight the connections formed through climbing, The North Face will be making a one-million dollar donation to The Trust for Public Land to support public climbing walls in more communities, with a focus on underserved areas and making the sport more accessible to all.
“At The Trust for Public Land, our mission is to create parks and protect land for people,” said Trust for Public Land President Will Rogers.
“Every park we create is an open invitation for all to enjoy, and we’re proud to say we’ve connected communities to the outdoors — and to each other — since 1972. We’re happy to partner with The North Face to make climbing more accessible to more people in neighborhoods nationwide.”
Today is the beginning the @thenorthface #WallsAreMeantForClimbing campaign. Some people build walls, some people climb them…and…TNF is doing both, by donating $1 million to the Trust for Public Land to help build public climbing walls in U.S. communities. AND!!! On August 19th TNF is partnering up with Gyms around the country to offer free climbing…AND!!!…. TNF will be donating 5 dollars to @paradoxsports for every person who walks into the gym! AND… everyone gets a free car!!!! Just kidding about the car, but I personally have had my life transformed by climbing, and want to see this love, inclusivity, and spirit of adventure and athleticism that is at the heart of our community, grow and thrive. AND…I LOVE THIS CAMPAIGN!!! Woohooo!!! Also…This is a photo of @onceuponaclimb on a difficult new first ascent from our recent trip to the Faroe Islands. #faroenuff
The North Face is also partnering with gyms and facilities worldwide to make Aug. 19 a global day of climbing, with free climbing opportunities in cities in the U.S., Europe, Canada, Mexico and China. Over 40 gyms will be involved in the event.
For every person who walks through the door of one of these participating gyms, The North Face will make a $5 donation (up to $50,000) to Paradox Sports, an organization committed to making climbing accessible to people with physical disabilities. Additional climbing activities with athletes will take place in New York, Shanghai and London.
“The North Face has been a passionate partner to the world’s climbing community for more than 50 years,” said Tom Herbst, global vice president of Marketing at The North Face.
“We see walls as a place to unite our communities through the sport of climbing – a sport that requires trust and partnership. Our climbing community is truly global and we believe that communities are stronger when inclusive.
“Our intent is to inspire others to think more hopefully about the type of community we all want to work and play in.”
The North Face has a long history of supporting the climbing community through sponsorship of athletes including Alex Honnold and Ashima Shiraishi, and through the support of non-profit organizations like USA Climbing, The Trust for Public Land, Paradox Sports, the Access Fund and the American Alpine Club that focus on access, conservation and education.
In Canada, climbing will be offered for free on Aug. 19 at Climb Basecamp in Toronto, Blocshop in Montreal and Climb Base5 in Vancouver. For more information on Walls Are Meant For Climbing, visit here and #ClimbWalls. Click below to play.
Some people build walls. Other people climb them. We’re doing both. #climbwalls We’ve spent 50 years searching for walls to climb because, to us, they offer both challenge and opportunity and they fan the flames of our curiosity. Climbing has taught us to trust, to work together, to create safety in partnership and meaning out of hardship. The North Face is donating $1 million to The Trust for Public Land to help build public climbing walls in U.S. communities. Visit thenorthface.com/walls to learn more. . . . @climbbasecamp @blocshop @climbbase5