The North Face Transgrancanaria

The Brief

The North Face entered a 3-year partnership with Transgrancanaria in 2024. Our brief for ’25 was to put the Vectiv 3.0 trail shoe to the test and open up new audiences to trail.

The Approach

This year’s race was the perfect setting to pre-launch VECTIV 3.0 technology. What better place to challenge trail shoes than in the heat of a race along dusty trails.

We asked 25 media, Explorers and content creators to run the race with us. Dividing them into beginner, intermediate and pro, we set them the challenge of one of the three distances in the race.

We’d give them everything they need to train and succeed. After months of training, athlete check-ins and product briefings, they headed out to Gran Canaria to run. All guests were kitted out in the newest Summit Run trail gear and sporting the latest VECTIV Pro 3, ready to tackle the trails.

When the gun went off, our team crewed them across the island, with pep talks along the way and ear-splitting cheers at the finish line.

The Reaction

Everyone went home with a commemorative frame to remember the day they became a trail runner.