According to Letitia Webster, director of corporate sustainability and communications for The North Face, said Aloft would “leverage its global experience in brand communications through creative dialogue with all our stakeholders. Aloft Group will play an important role in bringing our corporate initiatives and brand stories to life internally and externally around the globe."
The North Face is launching many new initiatives to propel the company into its next generation of leadership and growth, including a new structure around four specific outdoor activities: outdoor, action sports, performance athletic, and youth. Additionally, the company has announced three partnerships under its sustainability initiative.
Ruder Finn, The North Face's public relations partner since 2003, will continue to support the brand in an external communications capacity, providing strategic counsel, day-to-day media relations support, targeted media outreach surrounding product initiatives, and special event management.