The North Face has always been synonymous with adventure and exploration. Their iconic slogan, Never Stop Exploring, has captured the essence of both physical and personal exploration, pushing people to step outside their comfort zones. However, their recently released “We Play Different” campaign feels like a misstep.
The “We Play Different” campaign is being run on social media in shortened cuts of this YouTube video. It is also being displayed physically in New York City for New York Fashion Week.
The videos seem effective on social media with their striking visuals, but this post is focused on the slogan.
Play vs. Explore
The core of North Face’s identity is rooted in adventure, not “play.” Never Stop Exploring resonated because it spoke to something deeper—exploration of the world and of ourselves. It was about more than just sports or hobbies; it symbolized a unique personal journey. The new tagline diminishes that meaning by framing extreme sports like climbing and skiing as mere play.
In this interview with Alex Honnold, professional rock climber, and Sophie Bambuck, The North Face’s CMO, they call ball sports “games” while elevating extreme sports as “real” sports. This exposes a contradiction in their brand: if they view extreme sports as more serious, why use the word play at all? You play ball sports or games, but you don’t play when you’re on the side of a mountain or skiing through the backcountry. Exploration feels like a more meaningful and purposeful pursuit—a greater calling in life.
Target Audience
It seems like they’re trying to appeal to a wider audience with this new slogan. In the same interview mentioned above, Sophie Bambuck, CMO, says that the new slogan is supposed to represent the extreme things that professional athletes do, “but make it relatable”. Rather than connecting with a broader audience, the brand has isolated itself, alienating those who resonated with “Never Stop Exploring” (people like me).
The beauty of the “Never Stop Exploring” slogan is that it applies to everyone. Whether you’re scaling a mountain or just trying a new activity, exploration is a universal concept that people can interpret in their own way.
The old message worked precisely because it was aspirational yet inclusive. It spoke to anyone with a spirit for adventure, regardless of their level of physical activity. The new message feels misaligned with what North Face’s core audience comes to the brand for.
A Look at the Competition
In the highly competitive outdoor gear space, many brands like Patagonia, Arc’teryx, and Columbia focus on sustainability, authenticity, and adventure. The North Face differentiating through the idea of “play” isn’t enough to stand out against competitors who are successfully aligning themselves with purpose-driven, eco-conscious consumers.
In a market where authenticity, adventure, and sustainability are key differentiators, The North Face needs to reinforce what makes them unique. A shift away from their pre-established brand values will make them vulnerable to competitors like Patagonia who maintain a strong, consistent identity.
Final Thoughts
The North Face’s “We Play Different” campaign moves the brand away from its roots and loses the emotional depth that made it so powerful. Exploration has a different, deeply personal meaning to each person. “Never Stop Exploring” inspired everyone from the average NYC bike commuter to the top extreme athletes. “We Play Different” feels like an abandonment of their core outdoor enthusiast consumer.
I could see “play different” as an effective internal motto for their team. It could inspire their creative designers that push the boundaries of outdoor gear. However, in the context of a marketing message for consumers, it feels ineffective and inauthentic.
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