The brief asked for a concept that inspires the next generation of female explorers with a special focus on diversity and inclusivity in the outdoors.

In our research, we found that many female customers, especially those with more muscular or athletic builds, were disappointed with the selections and sizing offered to them in the women’s section. Many male customers who were dissatisfied with the men’s section felt the same way.

In this campaign, The North Face eliminates gender labels and urges customers to find the right fit for them, regardless of what section that item would normally be in. After all, greatness has no gender.