Each year JD brings its management together with all key suppliers for a series of events and experiences. With an audience that thought they had seen it all before, to create stickiness and memorability we had to tell a brand story at every creative touchpoint.

We collaborated with TBWA Manchester to create ‘Summit’ – an immersive exploration of The North Face brand. ​The idea was to take attendees out of their comfort zones and into the heart of The North Face brand, with a unique evening full of challenges and surprises, all held in a carefully selected venue to inspire and add theatre at Manchester Climbing Centre. ​

Bouldering, climbing and outdoor-themed activities were carefully curated to link to The North Face product range, interspersed with educational and emotive talks which knitted together to create a truly entertaining, inspiring and memorable experience.

The experiences took place alongside a retail product showcase, and later that night entertainment was headlined by up-and-coming Manchester rapper Aitch as well as DJ WIN.​

​With multiple JD suppliers creating events on successive evenings throughout a week, anecdotal feedback identified Summit as the one that stuck in the memory the most.