To establish The North Face as a credible and authentic running brand to both endurance athletes and novice runners as well as exercisers who include running in their regimen, Publicis Hawkeye developed a campaign that focused on the emerging Mountain Ultra Trail (MUT) category. With less clutter and more relevance to The North Face heritage, MUT was the ideal entry point in the early stages of a multi-year strategic plan. After the successful Endurance 50 expedition, during which The North Face athlete, Dean Karnazes, ran 50 marathons in 50 states in 50 consecutive days, the Endurance Challenge Series was launched. Now entering its ninth year, the Endurance Challenge races position The North Face as an access point for runners of all abilities to Never Stop Exploring their limits of endurance.
The Global Marketer Diamond Award "Best in the World" Promo's Pro Awards Top Five Finalist for "Best Use of Event" ESPN ESPY Award "Best Outdoor Athlete" Dean Karnazes Trail Runner Magazine's Best Green Race Series Award
Outcomes / Stats
Now in its ninth year, series participation exceeds industry averages for all trail race distances
The series championship is the premier race globally for ultra-marathon elites