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The North Face introduces mountain athletics apparel line
Jul '13
The North Face, the world's premier supplier of authentic, innovative and technically advanced outdoor apparel, equipment and footwear, announced the launch of Mountain Athletics, a new product category specifically designed to meet the rigors of outdoor athlete training.

Available in stores beginning January 2014, The North Face Mountain Athletics line is the next evolution of technical-training apparel and footwear designed to help athletes push their limits in their outdoor sports.

"At The North Face, we are known for gear that our athletes put to the test in the most extreme environments, whether they're summiting Everest, skiing untouched powder or running for hundreds of miles through rugged, isolated wilderness," said Joe Vernachio, vice president of global product for The North Face. "With Mountain Athletics we are delivering functional performance apparel and footwear for the months of training and preparation that go in to those relatively few moments of achievement."

The North Face partnered with Mountain Athlete gym in Jackson, WY to inform product development for the Mountain Athletics line of apparel and footwear, and an official facility that helps advise members of our Global Athlete team on how best to train and prepare for their athletic goals and pursuits.

Founded in 2007, Mountain Athlete is strength and conditioning facility that specializes in outdoor sport-specific training plans for elite athletes, and programming for activities such as skiing and snowboarding, rock and ice climbing, mountaineering and ultra running.

"In the past, if climbers wanted to get better at climbing it meant more time actually climbing or hitting the campus boards. If a runner wanted to run further or faster, the training called for more miles or simple speed work around a track," said Mountain Athlete Founder Rob Shaul. "Mountain Athletics focuses on the goals and demands of individual outdoor sports with a combination of functional sport-specific training techniques to help outdoor athletes build strength, avoid injury and improve performance."

The Mountain Athletics line includes technology-driven and purpose-built apparel and footwear designed to withstand the toughest workouts.

"In one workout our athletes could be climbing ropes, lifting sandbags or hauling weighted pallets," said Kevin Joyce, product director of performance apparel at The North Face. "The demands of this kind of vigorous training are extraordinarily tough on gear and require a level of performance and durability that traditional training gear just doesn't offer."

The new line is anchored by the Kilowatt Collection, which is engineered with best-in-class fabric technologies and reinforced construction to offer full range of motion, comfort and durability for ultimate performance.

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