VF Corporation, the European apparel company, has appointed Initiative to handle the pan-European media planning and buying for outdoor sports brand, The North Face.
It is understood that the agency has been appointed without a pitch although it is not clear if there was an incumbent agency. Mediaedge:CIA was appointed to VF’s global media buying account last November but it is not thought to have worked on the business.
It is not known how much the account is worth, but VF is expected to increase spend on the brand as it launches it first fully owned European store in ski resort, Chamonix. There are already 25 branded stores although VF does not wholly own these.
Mediaedge won the VF account, which also includes Lee Jeans, JanSport and Nautica, last year after a competitive pitch. It is believed Mediaedge:CIA will continue to work on all other VF activity.
VF president for EMEA and Asia Karl Heinz Salzburger says The North Face’s retail roll-out strategy is further evidence of the brand’s “phenomenal” growth.
The North Face was founded 40 years ago, in 1966, in California and specialises in mountaineering, backpacking and skiing clothing and equipment. It began European operations in 1983.