1. THE NORTH FACE DIGITAL MARKETING JOURNEY

2. 2 3. 1968 : MISSION STATEMENT MAKE THE BEST PRODUCTS IN THE WORLD 4. 1977 : MISSION STATEMENT EXPEDITION PROVEN 5. $258M 2002 2012 $1.9B 2008 LAUNCHED e-COMMERCE IN U.S. 2009 LAUNCHED e-COMMERCE IN EMEA 2002-2012 REVENUES 6. ACTIVITY BASED MODEL 7. TOTAL GLOBAL OPPORTUNITY 8. Purposeful Protection :: Warm. Waterproof. Durable. Prepared. Drive for Performance :: Technical. Innovative. Top of the line. Let me push my boundaries. Unencumbered Enjoyment :: Inspire me, bring out the best in me. Gear that is designed for my activity. KEY NEEDS Multi-billion opportunity Most active segment Purchase and own the most TNF gear Permission to drive share with this group Competitive with themselves KEY CONSUMER SEGMENT: HIGHLY ACTIVE PEOPLE 9. Athlete Tested, Expedition Proven (Reason to Believe) Lifetime Guarantee (Reason to Believe) Innovation Purposefully-crafted, Iconic design Equip more people to experience the thrill of pushing themselves in the outdoors Superior protection and durability in the most extreme environments POINTS OF DIFFERENCE 10. $1.9B 2012 2017 $3.3B 5-year CAGR: 12% $3.3B 2017 REVENUE GOAL 11. DIGITAL KEY TO GROWTH 12. JULY 2008 E-COMMERCE LAUNCH 2008 13. ROLE OF DIGITAL MARKETING AT THE NORTH FACE Inspire and Entertain Inform and Drive Product Knowledge Fuel Global Expansion with Digital 14. 2010 RE-LAUNCH 15. DIGITAL ECO SYSTEM 16. Expanded from 500 attendees per event to 90k viewers per event 17. YOUTUBE / INSTAGRAM 18. U.S. FREESKIING 2014 OLYMPIC UNIFORMS 19. INFORM AND DRIVE PRODUCT KNOWLEDGE 20. BEFORE AFTER MOBILE OPTIMIZATION 21. THE NORTH FACE 2013 SEARCH DEMAND 22. ENABLE GLOBAL EXPANSION 23. RED FLAG CAMPAIGN 651,000+ red flags planted in 18 days Reached over 2.2M 106% increase in dealer sales 24. WHAT DID WE LEARN? 25. WHAT WE LEARNED THINGS TO THINK ABOUT FOR 2014 1. Produce and Curate More Video Content 2. Mobile is Key to Growth 3. Invest in Social Media 4. Own the One-to-One Relationship 5. Digital is Transforming the Global Landscape 26. 30 THANK YOU!