Outdoor clothing brand The North Face (TNF) has tapped into the non-fungible token (NFT) space to promote the spirit of adventure in the Asian market.
In collaboration with McCann Shanghai, a global creative agency, the brand has developed three NFTs showcasing three different weather conditions and places, along with relevant TNF products.
The first NFT in the mini-series is the “TNF100 Trail Shoe,” which depicts a sneaker popular among Chinese runners to promote cross-country races. In the animated NFT, the sneaker is seen breaking through a mountain in Yunnan, symbolizing its endurance.
The second NFT, the TNF Summit Series, depicts a mountain with changing weather and a TNF jacket that adds layers to adapt to the changes.
The third NFT, the TNF NUPTSE Series, depicts the popular jacket that was originally launched in 1992, with its colors and style evolving over time.
These digital collectibles are offered on Tmall, a Chinese platform for business-to-consumer online retail. Because they are linked to specific physical products, collectors will not be able to purchase the NFTs separately.
The collection follows a boom in demand for outdoor clothing in the Chinese market, which stems from an increase in the intention and interest in outdoor activities — also encouraged by the government — after the epidemic ended.