October 31, 2020

TNF Launches ‘Reset Normal’ Campaign + Explore Fund Council


The North Face today launched “Reset Normal,” a global initiative encouraging people everywhere to “reset their lives through exploration in the hope of progress and discovery that is so needed in today’s challenging environment.”

As part of its initiative, TNF is launching the Explore Fund Council, a global fellowship to bring together experts across culture, entertainment, academia, and the outdoors to develop ideas and scalable solutions to support access to exploration. The learnings from the group will be used by TNF to direct a new financial commitment, $7 million, to organizations with the goal of building equity in the outdoors and creating opportunities for all.

Lena Waithe, Emmy Award-winning screenwriter and producer and Jimmy Chin, TNF global athlete, climber, and Academy Award-winning director, have signed on to help launch the program.

“For me, exploration has always been a mindset. As a creative, I see myself as a constant, curious explorer, and I believe everyone can have, and should have, access to this right. The only real way to see change happen is by helping to create it yourself. I’m excited to work with The North Face and all of the Explore Fund Council members so our collective perspectives can help diversify the outdoors and make it a more equal place for all,” said Waithe.

“Throughout my life, exploration has been a constant source of positivity. I truly believe it is part of what makes us all human and that exploration can bring people together and change lives. Not everyone has the same access to, or opportunity for, outdoor adventure. This is an issue I’m excited to take on alongside The North Face and the other Explore Fund Council members,” said Chin.

Waithe and Chin will work with other creatives, academia, outdoor industry partners to develop ideas to create change. The group will bring their perspective and input to TNF to develop, select and fund organizations through The Explore Fund. The plan is to have the full Explore Fund Council group in place and announced in Spring 2021.

“For ten years, we’ve been working to reset the barriers to exploration and make it more accessible for all through our Explore Fund,” said Steve Lesnard, Global VP of Marketing and Product for The North Face. “But 2020 has proven we need to radically accelerate that work and collaborate with a broad-reaching community to help us do so. We’re really excited to work alongside changemakers like Lena and Jimmy, and I believe the Explore Fund Council will help us foster a new, more equitable era for the outdoor industry.”

The Reset Normal campaign will launch with a video created by Sid Lee. Lena Waithe will do the voiceover for the film with music by Aloe Blacc. The North Face athletes and ambassador partners will also be tasked with creating personal pledge videos that share their individual stories and aspirations about how they would like to reset their normal in 2020. TNF plans to release sharable Instagram AR lenses and TikTok filters to encourage people to get involved and share how they pledge to reset their normal in 2020.

Learn more here.



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