A regional print advertising campaign, developed out of its US headquarters, is due to roll out later this month.
The ads will underline brand's 'Never Stop Exploring' positioning by featuring 20 athletes, including climbers and explorers on expeditions around the world. The athletes featured in the ads include American mountaineer Conrad Anker in Nepal and endurance runner Dan Karnazes.
The 'human touch' campaign will run in nine markets, including China, Taiwan, Hong Kong, Japan and the Philippines.
Ads will appear in the September-October issue of regional publication Action Asia.
Below-the-line activities are in the works and, for the third year running, the North Face challenge will be held in Manila on September 25. Subsequently, two stand-alone retail outlets will open in the Philippine capital in October.
Eliza Kwong, marketing manager for VF Asia's Outdoor Asia range, said standalone stores were key to furthering the brand's growth in the region.
VF Corporation, listed in the US, is the largest apparel company in the world.Other brands in the company's portfolio inlcude Nautica, Wrangler and Lee.
The brand is also looking to expand into Singapore, Malaysia, Indonesia, and Nepal on the back of growing interest in outdoor activity, sparked in part by the 2008 Beijing Olympics.
"In Asia, outdoor as a whole is not considered for expeditions, but it is also has links to fashion when talking about apparel gear, including textile, packs and footwear." Kwong said.
According to Nielsen Media Research, the brand's advertising spend in Hong Kong went up from HK$400,000 (US$51,283) in the first half of last year to $2.5 million this year.
VF has recently expanded its outdoor brands portfolio, acquiring three new brands -- Kipling, a Belgium packs brand, Napapirji, an Italian premium outdoor fashion brand and Vans, a US skateshoe and apparel brand. These add to the existing The North Face, Eastpac and Jan-Sport brands.
"We are excited about the expansion of our Outdoor Coalition and we are confident that there is a huge potential in the outdoor business worldwide and in Asia," said Kwong.
To promote the brand, The North Face will also be attending the first Asian hosted ISPO, an international outdoor goods show that will be held in Shanghai next March.
North Face launches 'human touch' AP sell
Outdoor sports brand The North Face is leveraging increased interest in sport and adventure activities in the region to step up marketing investment in Asia-Pacific.
