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With summer 2020 looming, the impact of COVID-19 continued to be felt around the globe. Gatherings were prohibited in many states and countries, leaving summer camps—and other activities—out of the equation for many families.

The North Face was looking to connect meaningfully with its customers and their families who enjoyed an active outdoor lifestyle. The brand filled the gap left by the pandemic by launching its own free virtual summer camp. Announced to the brand’s online community and through social platforms, the camp kicked off for a two-week-long curriculum that aimed at inspiring both kids and parents to explore with fun, educational activities. Six The North Face word-class athletes were assigned camp counselor duties and led different exploration-related activities that ranged from mapmaking to outdoor photography. These camp films generated millions of views and inspired thousands of young explorers.