Marketing veteran Steve Lesnard recently joined The North Face as its global vice president of marketing. He has worked in the athletic wear industry for over 20 years. His working experience includes creating marketing innovations on a global scale. He recently worked at large athletic brand where he handled global product launches such as Breaking 2, Vapormax, and Large athletic brand React. Steve Lesnard led two global Olympics marketing campaigns and launched Large athletic brand first running program that focused on women.
The North Face recently launched an innovative new fabric, Futurelight. Steve Lesnard is leading the marketing effort behind this technical apparel. Futurelight is a fabric that is breathable, comfortable, and waterproof. Rather than concentrate on what this outdoor sportswear brand represents, Steve Lesnard is instead shifting the focus to its products by telling consumers stories about them. Steve Lesnard said that great brands know who they are, communicate it well, and have products that stand the test of time. The team at The North Face believes the best way to be a sustainable company is to make products that can last a person’s entire life. This is backed up by their product’s lifetime warranties.
In the past, The North Face has used marketing campaigns that focus on less tangible things such as exploration, the beauty of the outdoors, and being an inclusive brand. He is creating advertising that instead concretely focuses on what Futurelight offers outdoors and sports enthusiasts. He calls Futurelight the very best done most sustainably. Futurelight is made from nano-membrane. This revolutionary technology keeps water out while still allowing airflow. The advertising campaign, which launched on October 1, shows how The North Face’s athletes and explorers are using clothing made with nano-membrane. Steve Lesnard is using these outdoor enthusiasts to tell the story of Futurelight. The advertising campaign will include social media, digital and augmented reality. Click here.