The North Face China recently launched three NFTs as an innovative brand asset, in collaboration with McCann Shanghai, to offer consumers a unique experience. The NFTs were designed on the brand’s core functions like weather, terrain conditions, and history among others.
The North Face sought to cash in on the Chinese consumers‘ love for the outdoors despite the ban on non-fungible tokens. It was actually a gimmick that worked. The North Face partnered with Gucci Collaborative, a local company, to create six NFTs featuring limited-edition jackets inspired by Chinese landscapes. The collectibles were sold via an online auction and were only available to buyers in China.
Benson Pang, associate creative director at McCann Shanghai, said they used the NFTs to convey The North Face’s (TNF) role to accompany people when they are willing to explore the world, be it in the mountains or cities.
Shu Wu, Managing Director of McCann China, expressed excitement to help release TNF’s very first NFT, building off the in-depth research they conducted on China’s metaverse market. “We believe that NFT is not only fashionable at this moment, but will also have huge potential in the future. From trail running to mountain climbing, from mountains to cities, we believe that consumers can feel more through these NFTs and engage deeper with the ‘never stop exploring’ spirit of The North Face.”
The North Face saw huge success. Its NFTs sold for a total of $1.5 Million in just a few hours.
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