The North Face goes rugged in China with Year of the Horse push

The North Face goes rugged in China with Year of the Horse push

As the Year of the Horse approaches, The North Face has turned to China’s northwest to anchor its Lunar New Year campaign in geography, history, and lived experience. The result is the North Face Ten Thousand Horses Festival (北面万马节), a multi-location brand project built around the theme Exploration Is Our Destiny, using the horse as both cultural symbol and narrative spine.  The campaign unfolded across three locations in Gansu, tracing a route …