How TRO took JD Sports’ management team to new heights with an adventurous experience
To bring the North Face brand to life in a way which felt authentic and exciting in order to inspire and to drive brand loyalty from key personnel from one of their biggest customers – JD Sports.
Each year JD brings its management together with all key suppliers for a series of events and experiences. With an audience that thought they had seen it all before, to create stickiness and memorability we had to tell a brand story at every creative touchpoint.
We collaborated with TBWA Manchester to create ‘Summit’ – an immersive exploration of The North Face brand. The idea was to take attendees out of their comfort zones and into the heart of The North Face brand, with a unique evening full of challenges and surprises, all held in a carefully selected venue to inspire and add theatre at Manchester Climbing Centre.
Bouldering, climbing and outdoor-themed activities were carefully curated to link to The North Face product range, interspersed with educational and emotive talks which knitted together to create a truly entertaining, inspiring and memorable experience.
The experiences took place alongside a retail product showcase, and later that night entertainment was headlined by up-and-coming Manchester rapper Aitch as well as DJ WIN.
With multiple JD suppliers creating events on successive evenings throughout a week, anecdotal feedback identified Summit as the one that stuck in the memory the most.