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Field Journal

Question Madness

Question Madness Conrad Anker Meru Expedition, Garwhal, India. Photo Jimmy Chin

Conrad Anker, Alex Honnold, Emily Harrington, Xavier De Le Rue and Renan Ozturk have joined together to create a series of films to celebrate the 50th anniversary of The North Face.

The ‘Question Madness’ campaign reflects the journey of The North Face from a single storefront in San Francisco in 1996 to one of the global market leaders in outdoor apparel.

 The campaign features breathtaking imagery captured from remote places around the world, with much of the footage shot by the athletes themselves while on expedition. 

“This campaign comes at a time in our brand’s history when exploration – of all kinds – matters more than ever,” says Todd Spaletto, President, The North Face. “As a society, we are questioning traditions, systems and institutions. What was considered beyond the norm yesterday, even impossible, is commonplace today. We rally behind and celebrate those who have the courage to take on the unknown and define success in their own way.”

Question Madness
Conrad Anker Meru Expedition, Garwhal, India. Photo Jimmy Chin
Question Madness
1969 Internal Frame Pack, 1966 store opening in San Francisco

Stacy Peralta, a legendary skateboarder, surfer and filmmaker, and director of the campaign, explains, “The fine line between progress and madness is something athletes cross and re-cross daily. I’ve spent time around athletes and in my opinion they’re really misunderstood. The rest of us assume it’s madness, but what they’re chasing isn’t a tangible reward – it’s greater than that. It’s about using every single fibre of your being to pull something off, and when you finally get there, it’s unbelievably liberating. When everything else is stripped away, and it’s just you and the moment – that’s the greatest feeling on earth.”

Outdoor enthusiasts are invited to share the stories of how they are pushing their own boundaries in the pursuit of exploration on social channels using #QuestionMadness.