The Solution

The North Face has been trying to lead the footwear market for decades, without much success. But, in 2021, the brand disrupts the trail running shoe world by incorporating carbon fiber technology into its top-shelf rocker, reducing impact and maximizing energy on all surfaces.

The first super shoe for the trail, The North Face's VECTIV promises to channel energy toward propulsion, particularly on downhills. Everything is completely new, and it took The North Face two years of development to bring the VECTIV on the market. And the reset has been successful. The first iteration of the Vectiv has won the Outside award « shoe of the year ».

A good start to catch the trail running consumers who were not used to buy The North Face shoes. To convinced all, we met with Jean-Marc Djian – the man who disrupted the footwear market with Salomon, now VP of Global Footwear at The North Face – to understand why and how Vectiv is revolutionizing the market.

The Results