The North Face and Big City Mountaineers Launch Wilderness Exploration Campaign for Kids
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ALAMEDA, CA – July 21, 2015 –The North Face is teaming up with Big City Mountaineers to help under-served youth across the United States get outdoors and better develop decision-making abilities and life skills. In July and August, The North Face will donate a portion of proceeds from its new back to school backpacks, up to $75,000, to Big City Mountaineers as part of the #GIVEPACK effort.
In partnering with Big City Mountaineers, a nonprofit dedicated to instilling critical life skills in under-resourced youth through wilderness mentoring expeditions, the campaign will help further The North Face brand’s mission to start a global movement of outdoor exploration.
“Both Big City Mountaineers and The North Face inspire children to pursue adventures in the outdoors and there is a natural connection working together on the #GIVEPACK campaign,” said Bryan Martin, executive director of Big City Mountaineers. “#GIVEPACK will provide critical funding for over 600 program days this year and ensure that over 30 expeditions are successful and impactful.”The North Face will increase awareness of #GIVEPACK by launching a series of branded content videos featuring The North Face global athletes Tom Wallisch and Sam Elias recounting their first days getting outdoors. “When I was 12 my folks sent me to an outdoor camp in Colorado, and this was my first taste of the outdoor world,” said Sam Elias. “The best thing was the climbing, I just couldn’t get enough of it and I was totally in love. Adventure and exploration are my means of experiencing self-empowerment and I think that’s important for everyone to feel.”#GIVEPACK events at The North Face Retail locations will feature The North Face athletes and Big City Mountaineers youth panels about the transformative power of the outdoors. All events are 6:00 – 8:00 p.m.
Thursday, July 30th
The North Face Boulder, 1171 29th Street
Wednesday, August 12th
The North Face San Francisco, 180 Post Street
Event includes Big City Mountaineers and Bay Area Explore Fund grant recipients: Nature Bridge, Student Conservation Association, Yosemite Foundation and Bay Area Wilderness Training.
Wednesday, August 26th
The North Face Seattle (University Village store), 2682 NE Village Lane
Event includes Big City Mountaineers and The North Face athlete Ingrid Backstrom
“Big City Mountaineers gives kids the ability to experience and enjoy the outdoors, which is central to The North Face brand’s mission,” said Ann Krcik, senior director of outdoor exploration. “Kids are natural explorers and we hope the campaign will continue conversation around the importance of young people connecting with the world around them.”
The North Face back to school line of products for Fall 2015 featuring #GIVEPACK relaunches 17 backpacks in the Transit, Premium and Classic collections including The North Face Surge, Kaban Transit, Microbyte and Women’s Surge. The bags feature a variety of options including TSA lay flat laptop compartment, women’s specific and all new organization aimed to support your digital life. Visitwww.thenorthface.com/givepack
Big City Mountaineers expects 30 expeditions to be fueled by #GIVEPACK including trips into Yosemite and the Ansel Adams Wilderness in California, the Flat Tops and the Raggeds Wilderness in Colorado, the Encampment River in Wyoming and the Olympic Wilderness in Washington.
About The North Face®
The North Face, a division of VF Outdoor, Inc., was founded in 1966 with the goal of preparing outdoor athletes for the rigors of their next adventure. Today we are the world’s leading outdoor brand, creating athlete-tested, expedition-proven products that help people explore and test the limits of human potential. We protect our outdoor playgrounds and minimize our impact on the planet through programs that encourage sustainability. The North Face products are available at premium and specialty retail sporting goods stores globally and we are headquartered in California on a LEED Platinum-certified campus. For more information, please visit www.thenorthface.com.
About Big City Mountaineers
Big City Mountaineers (BCM) instills critical life-skills in under-served young people each year by getting them outdoors with volunteer mentors for life-changing wilderness experiences. BCM’s unique model of 1 to 1 mentoring is proven to develop integrity, responsibility, and improve communication skills and decision making abilities in youth from risk-filled environments. Celebrating its 25th Anniversary this year, BCM has taken over 7,300 under-served kids camping, hiking and paddling. They have run over 700 week-long expeditions and 75 overnight camps. They have engaged nearly 5,000 adult volunteers as mentors and have have worked in 12 states. BCM has provided over 36,000 nights under the stars for kids who would not have had the opportunity otherwise. To learn more, please visit www.bigcitymountaineers.org.
Pamela Bennett Ajello Carl Johnson
The North Face Backbone Media, LLC
510.748.2742 PR for Big City Mountaineers