The North Face returns to its technical heritage with the Summit Series campaign, a bold reaffirmation of its elite performance line, designed for those who venture beyond the ordinary. Under the narrative Pinnacle Gear. Peak Performance., the campaign speaks to explorers who continually push themselves to the limits of themselves and what's possible.

Recognized by TIME Magazine as the Best Outdoor Brand of the Year, The North Face is celebrated in China as a cultural icon. With this campaign, the brand brings the focus back to what made it a leader: performance and innovation. Physical endurance, mental resilience, moments of self-doubt: the Summit Series stands as a vital ally at every critical juncture.

Rigorously tested by elite athletes in some of the world's harshest environments, Summit Series is the pinnacle of outdoor expedition gear, backed by 60 years of expertise and cutting-edge technology. Created by FRED & FARID Shanghai, the campaign unveils a bold new visual identity: deep red tones set against rugged landscapes, capturing the intensity, risks and determination of extreme expeditions.

Summit Series (巅峰系列)

Never stop exploring

The North Face