By Allison Watkinson
TLL Reporter
The North Face and FRED & FARID Shanghai have announced a new licensing partnership to relaunch the TNF100 trail race after a three-year absence.
The TNF100 race has not been held since 2020 due to both the COVID-19 pandemic and a tragedy at a similar endurance racing event in northwest China in 2021.
In 2021, the Gansu ultramarathon resulted in the deaths of 21 race participants and eight hospitalizations due to sudden extreme weather shifts and inadequate rescue preparation. The tragedy led to the Sports Administration of China suspending all high-risk sporting events lacking an adequate oversight body.
“The challenge was real. How do you bounce back from such an earth-shattering event?” said FRED & FARID Shanghai CEO, Feng Huang.
“These dramatic occurrences shook the very foundation of TNF100, redefining even the very purpose of its existence. It pushed the brand to reinvent itself and answer the million-dollar question: Why do we keep running a race of 100km? Why do we keep going?”
Despite the recent tragedy, The North Face and FRED & FARID Shanghai have developed a fully-integrated campaign called TNF100 Reasons for the relaunch of the TNF100 trail race.
The FRED & FARID Shanghai advertising firm has created a five-minute short film, campaign posters, and a large billboard in Shanghai to promote the relaunch of the endurance competition.
The marketing campaign for the TNF100 relaunch focused on user-generated content from 100 professional runners and influencers from The North Face community.
The runners and influencers provided pictures, videos, and audio content describing their personal reasons for getting back on the trail. The campaign was brought to life by FF Production, FRED & FARID Shanghai’s in-house production company.
“The North Face community has truly been a driving force behind our campaign,” said FRED & FARID Shanghai creative director. “We’re excited to share with the world our 100 reasons for hitting the trails and to help promote this remarkable event.”
This years’ TNF100 endurance racing event is scheduled to take place on April 15 to 16, 2023.
The North Face is an international sports and outerwear manufacturing company that has been operating since 1966.
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