Aloft Group Selected as New Global Corporate Communications Partner for The North Face

NEWBURYPORT, Mass. and SAN LEANDRO, Calif.--(BUSINESS WIRE)--Aloft Group today announced that they have been selected as the global corporate communications partner for The North Face, the world’s premier supplier of authentic, innovative and technically advanced outdoor apparel, equipment and footwear. The North Face, currently celebrating its 40^th anniversary, recently announced Research, Design, and Development organizational changes, agreements impacting climate change, and an outdoor participation initiative, was founded in 1968 in Berkeley, California.

“We’re excited to partner with Aloft Group to leverage their global experience in brand communications through creative dialogue with all our stakeholders,” said Letitia Webster, director of corporate sustainability & communications for The North Face. “Aloft Group will play an important role in bringing our corporate initiatives and brand stories to life internally and externally around the globe.”

For example, The North Face is embarking on launching many new initiatives to propel the company into its next generation of leadership and growth, including a new structure around four specific outdoor activities–Outdoor, Action Sports, Performance Athletic, and Youth. The company, now with dedicated teams focused on innovative products for these activity-based consumer groups, is further deepening its connection with activity-specific consumers and enthusiasts.

Additionally, The North Face announced three partnerships under its sustainability initiative. Under the agreements, the company will offset 100 percent of all North American facilities’ energy use and has become a member of bluesign®, the independent industry textile standard.

“With the excellent reputation that The North Face has within the outdoor performance market, we will build upon this momentum to strengthen and expand their brand within the marketplace,” said Matt Bowen, president and CEO of Aloft Group. “Aloft Group will assist The North Face with brand communications around the globe, with a focus on helping them continue to lead the outdoor industry as well as expand to new markets, including South America and China.”

Ruder Finn, The North Face’s public relations partner since 2003, will continue to support the brand in an external communications capacity, providing strategic counsel, day-to-day media relations support, targeted media outreach surrounding product initiatives, and special event management.

About The North Face®

The North Face, a division of VF Outdoor, Inc., was founded in 1968. Headquartered in San Leandro, California, the company offers the most technically advanced products in the market to accomplished climbers, mountaineers, snowsport athletes, endurance athletes, and explorers. The company's products are sold in specialty mountaineering, backpacking, running, and snowsport retailers, premium-sporting goods retailers and major outdoor specialty retail chains.

About Aloft Group, Inc.

Aloft Group, Inc. is an integrated brand consulting, advertising, promotions, public relations and interactive marketing firm that helps companies connect to their customers and employees around the globe on an intellectual, emotional and physical level. Aloft has helped lead the corporate growth of Nuance/Dictaphone, ADP, Beacon Partners, and Fortune Brands’ Courvoisier, Jim Beam, and Sauza Tequila. Aloft Group has offices in Newburyport, MA, Thousand Oaks, CA, and is partnered with Germany-based Schindler Parent & Cie. For more information please visit http://www.aloftgroup.com.

About Ruder Finn, Inc.

Ruder Finn is a leading independent communications, counseling and services Agency with almost 60 years experience. The Ruder Finn Group maintains offices in Boston, Chicago, Los Angeles, New York, San Francisco, Washington D.C., London, Paris, and Jerusalem. Asia Pacific offices include Beijing, Guangzhou, Hong Kong, Shanghai, Singapore and Sydney. The Agency also works with leading independent affiliates in major markets throughout the U.S., Europe and Latin America. Ruder Finn had been named the #1 Ranking Large Agency for Overall Performance and Client Support by leading PR trade newsletter The Holmes Report and serves the global and local communications needs of more than 250 corporations and nonprofit organizations. For additional information, visit www.ruderfinn.com.

Aloft Group, Inc.
Tracy Hartman, 978-462-0002 Ext. 103
thartman@aloftgroup.com
or
The North Face
Pamela Bennett, 510-618-3654
pamela_bennett@vfc.com