The North Face is collaborating with creative agency McCann Shanghai to launch three NFTs on Tmall to tap Chinese consumers’ obsession with being outdoors.

The NFTs were designed based on the relevant functions, history, weather, and terrain conditions related to its products.

The TNF100 Trail Shoe collectible captures the moment the shoe steps into Yunnan's terrain. Meanwhile, the TNF Summit Series is a set of mountaineering clothing designed for professional mountaineers.

The third NFT is the classic TNF Nuptse Series, which represents a jacket launched in 1992 that became popular in cities and with hip-hop trendsetters of the time.

As Chinese laws prohibit the direct purchase of NFTs, these will be assigned to customers when they buy a specific The North Face item.

According to Benson Pang, associate creative director at McCann Shanghai, they hope that the NFTs convey The North Face’s role to accompany people when they are willing to explore the world, be it in the mountains or cities.