The North Face Protects Brand Identity Amid Expansion Plans
Nov/26/2024
On November 22, The North Face Apparel filed an opposition against the trademark “NEVER STOP,” arguing it conflicts with its well-established trademarks like “NEVER STOP EXPLORING.” The legal move coincides with the opening of its latest store in Williamsburg, Brooklyn, as part of the brand’s expansion strategy in New York City. The new location features a dedicated Renewed shop-in-shop showcasing upcycled products, a range of snowsports gear, and a focus on footwear—a key growth area. Nature-inspired design elements reflect the brand’s outdoor heritage. Global brand president Caroline Brown expressed excitement about deepening ties with New Yorkers, a market integral to The North Face’s identity. Looking ahead, the company plans to expand its Fifth Avenue flagship store in late 2025, transforming it into one of its largest global retail spaces at over 20,000 square feet, blending its storied history with innovative product showcases. The following chart illustrates the leading outdoor fashion brands ranked by brand awareness in the United States in 2023, highlighting The North Face’s prominent position in the market.
