The North Face: Never Stop Exploring by Sid Lee & United Entertainment Group

Heritage mountain apparel brand The North Face has launched a global campaign to inspire the spirit of curiosity and enable a generation of new explorers by expanding the notion of exploration as a state of mind.

The campaign continues a decades-long ethos for the brand – that exploration changes lives – which The NorthFace has enabled through product innovation, athlete expeditions and philanthropic programs like the Explore Fund. Now, the company is reaching beyond the physical to expand the definition of exploration and giving a new generation the inspiration to do the same.

To celebrate these new explorers, the company has released a series of short films featuring musicians, athletes and activists, including producer and musician Pi’erre Bourne, snowboarder Jess Kimura, filmmaker Jimmy Chin and activist Mikhail Martin, among others – that share the ways they embody exploration as a mindset.

Throughout the fall, The North Face will partner with notable New York City musicians who inspire different forms of exploration for pop-up performances in the city. The venues will be selected and announced by the artist and will reflect how that neighborhood contributed to their iconic style. Each performance and location will encourage fans to get outside of their comfort zone and explore their own environment in new ways.