Patagonia's Pivotal Marketing Challenge

It’s the late 1970s and Patagonia’s living hand to mouth and looking for a way to stoke sales. But when founder Yvon Chouinard suggests making a jersey from an unusual fabric, Patagonia creates a mountain staple and finds its products becoming a favorite of the catwalk crowd.

Meanwhile, The North Face faces tough terrain as Asian imports undercut its American-made gear and the growth in backpacking sales flatlines.

But as both companies rise higher and higher up the corporate ladder, Chouinard and North Face CEO Hap Klopp find themselves wondering what it’s all for.

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