The North Face teams up with singer Maggie Rogers for launch of Ventrix jacket
In conjunction with the launch of the new Ventrix performance jacket, The North Face has partnered with up-and-coming musician Maggie Rogers. The activewear company sponsored her new release single, “Split Stones,” through an interactive digital experience — via a downloadable phone feature — that encourages movement.
This is not the first effort The North Face has made to blend its signature high-performance wear with a sartorial nod derived from a strategic partnership. Earlier this year the company partnered with Sacai and Junya Watanabe — two fashion brands celebrated for their complexity and innovation.
By entering a mobile number on The North Face’s Release Project website, consumers receive a text message that links to the mobile Release Project site. It incorporates a motion detector so after giving you various activities to do, it serves as somewhat of a virtual coach. The more the user moves, the more the screen explodes with color indicating movement.
Though lightly insulated, the Ventrix line of jackets retains warmth when the wearer is active without overheating or. It’s currently available in select stores and online.
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