The North Face invites HK tricking athlete to showcase spirit of 'forever bold'

The North Face has partnered with Hong Kong director Mike Lau and top Tricking athlete Chu Jai to showcase the concept of "Forever bold" to celebrate the 40th anniversary of its iconic mountain jacket.

The launch of the 40th anniversary mountain jacket limited-edition collection aims to celebrate its legacy of consistently pushing the limits of technology and performance. It has transcended generations, culture, and time to become a legendary icon of weather-proof innovation and creativity, according to the release.

Different from its original colour block design, created to enhance shoulder durability, the 40th anniversary edition features a design evolution, blending The North Face's signature look with streetwear influences and advanced fabrics. This collection embodies the spirit of exploration, empowering adventurers to push their limits and face infinite possibilities from the mountains to the city streets.

To amplify the campaign, the brand has blended Lau's audacious approach in the creative realm with Chu Jai's fearlessness in extreme sports, sparking endless possibilities together and demonstrating the spirit of "Never stop exploring."

This project documents Lau's first attempt at Parkour and Tricking's high-difficulty moves. Under Chu Jai's guidance and after a short period of training, the two traverse the city from an extraordinary perspective together with The North Face mountain jacket waterproof jackets. This not only puts the fearless spirit of "Never stop exploring" into action but is also a true reflection of challenging oneself and breaking through limits.

Lau made a name for himself by producing popular ViuTV programmes such as "ERROR Crazy Trip," "Mountain Girl" and "The Finite Adventure Crew". At the peak of his career, he resolutely chose to step back from production and on-screen work, temporarily leaving the public eye to reflect on himself and incubate more creative ideas. For Lau, creativity is both unbridled and solitary. He has won the love of the public with his bold and unconventional creative methods and content. However, when faced with creative blocks, he fearlessly stepped away from the spotlight to focus solely on his creative pursuits.

Chu Jai was captivated by the somersaults at the age of 15 and resolutely devoted himself to Tricking, a niche and "dangerous" extreme sport. Chu Jai happened to encourage a group that specialised in teaching backflips, where he was able to meet a group of like-minded friends for knowledge exchanging and learning from each other. With Lau and Chu Jai demonstrating a spirit of daring to explore and challenge themselves in their respective fields, this cross-border project aims to bring surprises to Hongkongers.

In addition to the exclusive collaboration, the brand has launched the MJTI Adventure Personality Test, inviting all adventurers to discover their personalised adventure type and take part in the mountain jacket challenge. From now until 14 March 2025, participants who complete the test and share their results and personal exploration experiences via Instagram, will get a chance of wining a The North Face mountain jacket.

MARKETING-INTERACTIVE has reached out to North Face for more information.

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