UP361 The Buy Side - The North Face, brand purpose and racism in climbing

Today we’re heading to the mountains, or at least, the Peak District, in the company of Molly Thompson Smith and Julian Lings.

Molly is a star of one of the climbing scene, which since Tokyo has been an Olympic sport. Born in Ladbroke Grove in London, she one of very few people of colour in the sport, which becomes more relevant when you see the data, that 90% of the UK’s black population have never considered climbing or mountaineering as a hobby. A five time national champion by the age of 20, Molly is currently preparing for the qualifying events for Paris 2024.

Julian Lings is a senior marketer at VF Outdoor, one of the world’s largest apparel, footwear and accessories companies with a revenue of $12billion, and a brand portfolio that includes The North Face, Vans, Timberland and Dickies. Julian leads on the company’s policy on sustainability.

So this is a conversation about competitive mountaineering, racism and inclusivity, greenwashing, COP28, brand purpose, culture wars and the delicate relationship between authentic athlete activism and corporate marketing strategy.

Molly opens up about being one of the few people of colour in professional climbing and her mission for inclusivity in the sport. Julian details The North Face's commitment to sustainability and the brand's efforts towards addressing inclusivity and environmental conservation. Molly also shares her training and preparation plans ahead of the Olympics.

00:00 Introduction and Greetings
00:02 Discussing Sheffield and Personal Backgrounds
01:06 Understanding Climbing Disciplines
02:10 Exploring the World of Speed Climbing
04:06 The Impact of Climbing Becoming an Olympic Sport
05:31 Personal Journey into Professional Climbing
06:42 Introduction to The North Face and Its Mission
09:36 Balancing Brand Ethos and Business Realities
12:05 The Role of Brands in Environmental Advocacy
15:54 The Challenges and Opportunities in the Textile Industry
20:57 The Role of Athletes in Brand Advocacy
24:36 Understanding and Addressing Challenges in Branding
25:30 Molly's Perspective on Inclusive Exploration
27:59 Experiences of Racism in Elite Climbing
29:34 Identifying Barriers in Climbing for People of Color
32:04 Embracing Identity and Creating Space in Climbing
34:17 Brand Responsibility in Supporting Athletes
37:25 Balancing Brand Purpose and Commercial Challenges
44:25 Molly's Journey Towards the Olympics

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