Beginning today, The North Face is debuting the world’s first weather-triggered song celebrating rain. Partnering with White Denim, an American rock band from Austin, Texas, the song will be released exclusively on Spotify only where and when it is raining. This “Rain Drop” is the first time a song has been released through the use of geotargeting technology.
The action marks the launch by North Face of the Apex Flex GTX®, the first-ever fully waterproof, soft rain jacket.
Live premiere through sensory experience at SXSW on 16th March
White Denim will live premiere the bespoke, weather-inspired song at SXSW in Austin on Thursday, March 16 at The FADER FORT in an immersive experience. The stage will be transformed into the eye of a storm while the band performs. Fans will also be able to take part in a sensory experience recreating the look, feel and sound of a storm with cool air, mist and the smell of fresh rain.
“Our entire brand is based around the idea that adverse and changing conditions aren’t just to be tolerated, they are what shapes a great life lived outdoors,” said Vice President of Marketing at The North Face Tom Herbst.
“For this campaign, we want to change the way people think about rain, as not something to hide from, but something to be sought out and celebrated. Dropping a song only when it is raining is designed to delight, inspire and mimic the same sense of anticipation and excitement that you have when heading into the wild,” Herbst continued.
Besides the premiere
Fans can visit SeekNoShelter.com to unlock the single and listen to the “Rainy Day Playlist” curated by The North Face. The campaign will be supported by advertising across print, digital and social media channels such as Wired, Shape, Outside, Men’s Journal, ESPN, The Weather Channel, Hulu, YouTube and Instagram starting on March 13. There will also be out-of-home activations accross the USA.
Tech garments first directed to athletes, but not only
Apex Flex technology is available in two styles, Apex Flex GTX® Jacket for $199 an active-fit, and Apex Flex GTX® Disruptor Parka for $230 a longer fit ideal for streetwear, both designed for ultimate versatility in unpredictable conditions. A soft woven face fabric combined with a waterproof, breathable membrane and comfortable knit back make of Apex Flex GTX® a first of its kind combination with protection from the elements while providing the warmth and comfort of a favorite hoodie. Apex Flex GTX® is now available in retail stores and online at thenorthface.com.
The North Face is a division of VF Outdoor, Inc.. It was established in 1966 with the goal of preparing outdoor athletes for the rigors of their next adventure.
Today The North Face ia a leading outdoor brand, creating athlete-tested, expedition-proven products that help people explore and test the limits of human potential. The brand protects its outdoor playgrounds and minimize its impact on the planet through programs that encourage sustainability.
The North Face products are available at premium and specialty retail sporting goods stores globally and we are headquartered in California on a LEED Platinum-certified campus.
Image over the headline.- The North Face Apex Flex GTX Jacket launch video. © The North Face.
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