TNF athletes appeal to the young at new Barcelona store
Outdoor apparel, equipment and footwear supplier The North Face has opened a new store in Gran Vîa de los Corts Catalanes, one of the premier shopping areas in Barcelona. The outlet is the company’s first new EMEA (Europe, the Middle East and Africa) store for 2008 and incorporates a new retail design. There are now 32 The North Face retail stores in the EMEA region.
Two events have been organised in connection with the store opening to encourage young people to get involved in outdoor activities. Athletes sponsored by the firm will share their stories, sign autographs, answer questions and initiate discussions with the audience.
“Our athletes are not just wonderful ambassadors for the brand,” says Keith Byrne, strategic marketing manager EMEA. “They are also important ambassadors for adventure sports. In an age when young people spend an increasing amount of time indoors sitting in front of a computer screen, inspiring them to get out and Never Stop Exploring is more crucial than ever.”
Climbers Eneko and Iker Pou, brothers from northern Spain will give an in-store presentation on March 29. They also helped inaugurate the new store at the press and VIP opening event on March 6. Athlete Ester Sabadell will give an in-store presentation on April 5. Originally trained as an economist, Ms Sabadell served as a camera assistant on an expedition to Ama Dablam (6856 metres) in 2001, when she summitted the famed Himalayan peak, the first of a number of mountaineering adventures.
