FUTURELIGHT products by The North Face company are revolutionizing outerwear. This light fabric, created with nanospinning technology, was designed to keep the user protected against harsh elements, while still maintaining a level of comfort and flexibility. The apparel collections are named Summit, Steep, and Flight Series. Each includes jackets, pants, and bibs that provide constant waterproof protection. It took several years for the development team to create a garment that was soft and flexible as well as durable and sustainable. Over a dozen members of the company’s athletic team tested these products against frigid temperatures and unforgiving environments.
Hilaree Nelson, The North Face team captain, along with her partner, Jim Morrison, the company’s alpinist, personally tested FUTURELIGHT apparel. The duo tackled mountains Everest and Cho Oyu and even made history when they did a descent down Lhotse Couloir. Nelson said, “In all my years in the mountains, I’ve never experienced a product that moved and performed as well as FUTURELIGHT. It is creating a new paradigm for what I expect out of a waterproof material.” And a new paradigm may be exactly what The North Face is ultimately creating here.
Because of this product, the company was able to devise a three-layer garment made with 90% recycled material. “Great brands can not only have a clear point of view on who they are and how they add value but also develop products that sustain the test of time,” Steve Lesnard, VP of Marketing told The Drum. Lesnard, who serves the industry with over 20 years of experience, was the former Global VP and General Manager for Nike’s running department. He was also the creative force behind two Olympic marketing campaigns and the launch of retail stores built specifically for the female athlete. Under his leadership, the company’s brand loyalty expanded to 30 countries.
Read full article : https://fitnessbusinesspodcast.com/tag/steve-lesnard/