Vectiv Launch

The North Face VECTIV™ was a new range of trail running shoes designed to be inclusive and broad in its appeal. From trail runners competing at the highest competition levels, to those just heading out for a casual hike, the collection was a huge moment for the brand, and they wanted a launch campaign to match.

Raw perseverance and passion for the great outdoors united people with wildly different techniques, routines, and cultures under the VECTIV™ umbrella. We were asked to celebrate runners, hikers and nature-lovers from around the world, by highlighting the diversity of the outdoors. Our task was to tell this story through the lens of real people.

We found five outdoor lovers from five different US states, and teamed each with a photographer who would help document their story out on the trail. We briefed them with bespoke creative guidelines and enlisted them to capture three distinct moments, each reflecting a different way to be present in the outdoors.

Place: A favourite trail they love to hike or run.
People: A club or group of friends they love to hike or run with.
Time: A sunset or night hike or run.
 

Each co-creator shared these moments with their followers in a combination of feed and story posts, with the goal of inspiring others to put on their trail shoes for the first time, and follow in their footsteps.