The North Face to Share Secrets of the Brand’s Success Nov. 12th 2012

Event Part of Outdoor Industry Association–CU Leeds School of Business Lecture Series.

Outdoor Industry Association
Outdoor Industry Association

BOULDER, Colo., –-( Outdoor Industry Association (OIA) announced today that The North Face Vice President of Marketing Aaron Carpenter is coming to the University of Colorado Boulder campus on Monday, Nov. 12, to give a presentation about the company’s unique approach to brand building and marketing.

The event, entitled “The North Face Brand Building Journey,” is free and open to the public and takes place at 6:30 pm at the Stadium Club at Folsom Field. It is part of the Business of Outdoor Recreation Series, presented by OIA’s Outdoor University® and the University of Colorado (CU) Leeds School of Business.

Carpenter will discuss The North Face’s unique model of athlete-tested expedition storytelling and the company’s global efforts to segment consumers and inspire a global movement of outdoor exploration.

“At The North Face our goal is to inspire more people to push their personal limits in the outdoors, and we know they need the highest quality apparel and gear to do that,” said Carpenter. “That is why we develop our products and technology with our athletes to solve the problems they face in the outdoors, whether it is managing extreme temperatures, minimizing weight, or creating storage solutions. They are putting our product to the test on expeditions in some of the world’s harshest environments, so we know our customers can rely on it no matter how they’re getting outside.”

“We’re thrilled to bring Carpenter to share The North Face story with the university and local community,” said Frank Hugelmeyer, president and CEO of OIA. “The North Face is one of the most iconic companies in the outdoor

industry, and their story can give aspiring business leaders valuable insight into how to build a brand.”

The Business of Outdoor Recreation Series is designed to provide an environment for collaboration among business leaders, MBA candidates, and the outdoor industry community. The goal is to provide a venue for discussion around the issues executives face so that MBA students, business leaders, and the general public can learn from the experiences of outdoor industry managers and work collectively toward innovative solutions.

“We’re very excited to be partnering with OIA on the Business of Outdoor Recreation series again this year,“ said Amanda Giles, co-president of the CU Leeds Outdoor Industry Club. “As the Leeds School of Business draws on the strengths of our community to provide graduate education for individuals pursuing careers in the outdoor industry, these events are an invaluable way to expose our students to practical business issues facing some of the top outdoor companies in the country.”

Event Details
“The North Face Brand Building Journey”
Monday, Nov. 12, 2012 – 6:30 pm
The Stadium Club at Folsom Field – Club Level 5 (Take the elevator across from Gate 9)

For more information about OIA’s Outdoor University, visit

Outdoor Industry Association
Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is the leading trade association for the outdoor industry and the title sponsor of Outdoor Retailer. OIA supports the growth and success of more than 4,000 manufacturers, distributors, suppliers, sales representatives, and retailers of outdoor recreation apparel, footwear, equipment, and services. For more information go to or call 303.444.3353.