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Takeaway: This is interesting. We'll be keeping a close eye on this one.

VFC - North Face Introduces Workout Gear to Shake Its Wintry Image

  • "...North Face is making a big push into spring and summer gear—a strategic shift that will increasingly put it toe-to-toe with Nike, Adidas, and the rest of the world’s biggest sportswear brands."
  • "Next week, North Face will begin selling a line of lightweight apparel called Mountain Athletics, for training in warming temperatures. The offering will include only 16 styles, but the new line will anchor the biggest marketing campaign the company has ever produced in the first half of a year, according to North Face President Todd Spaletto."

$VFC: North Face Introduces Workout Gear to Shake Wintry Image - north

Takeaway from Hedgeye's Brian McGough:

At face value, it doesn't make much sense for a brand called 'The North Face' to make apparel that will be worn when it's 80 degrees outside. Truth be told, if 99 out of 100 companies tried this, we would shrug it off.

But if there is one company that we would not count out of being able to make this work, it's VF Corp (maker of North Face).

More to be revealed. This is definitely an initiative we'll be watching closely.

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