White Denim will live premiere the bespoke, weather-inspired song at SXSW in\u00a0Austin\u00a0on\u00a0Thursday, March 16\u00a0at 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.<\/p>\n \u00abOur 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,\u00bb said Vice President of Marketing at The North Face Tom Herbst.<\/p>\n \u00abFor 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\u00a0only 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,\u00bb Herbst continued.<\/p>\n Besides the premiere<\/strong><\/span><\/p>\n Fans can visit\u00a0SeekNoShelter.com\u00a0to unlock the single and listen to the \u00abRainy Day Playlist\u00bb 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\u00a0March 13. There will also be out-of-home activations accross the USA.<\/p>\n Tech garments first directed to athletes, but not only<\/strong><\/span><\/p>\n Apex Flex technology is available in two \u00a0styles, Apex Flex GTX\u00ae Jacket for\u00a0$199 an active-fit, and Apex Flex GTX\u00ae Disruptor Parka for\u00a0$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\u00ae a first of its kind combination with protection from the elements while providing the warmth and comfort of a favorite hoodie. Apex Flex GTX\u00ae is now available in retail stores and online at thenorthface.com.<\/p>\n 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. Image over the headline.-<\/strong> The North Face Apex Flex GTX Jacket launch video.\u00a0\u00a9 The North Face.<\/span><\/p>\n Related external links<\/span>:<\/strong><\/span><\/p>\n![\"White](\"https:\/\/eastwind.es\/marketing\/wp-content\/uploads\/sites\/2\/2017\/03\/WhiteDenimAtThaliaHall2016.jpg\")
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\nToday The North Face ia a leading outdoor brand, creating\u00a0athlete-tested, expedition-proven products that help people\u00a0explore and test the limits of human potential. The brand \u00a0protects its outdoor playgrounds and minimize its impact on the planet through programs that encourage sustainability.
\nThe North Face\u00a0products are available at premium and specialty retail sporting goods stores globally and we are headquartered in\u00a0California\u00a0on a LEED Platinum-certified campus.<\/p>\n