With the Reset Normal campaign, The North Face (TNF) has launched a global initiative to encourage people around the world to redefine their lives through exploration in the outdoors. As part of this initiative, TNF is launching the Explore Fund Council, a global body that brings together experts from the areas of culture, entertainment, science and nature to develop ideas and scalable solutions. The learning, findings and recommendations from this expert group will be used to help guide how TNF directs a new, significant financial commitment of $7 million to organizations with the goal of building equity in the outdoors and creating opportunities for all.
The program will launch with the help of two experts who have been resetting their own industries for years, and who will bring unique perspectives and expertise to tackling the obstacles that currently prevent equitable exploration for all. These experts are Lena Waithe, an Emmy Award-winning screenwriter, producer and actor who has devoted her career to championing underrepresented artists and communities through her production company Hillman Grad, and Jimmy Chin, TNF Global athlete, climber, and Academy Award-winning director. Waithe and Chin will work alongside other creatives, academic experts, outdoor industry partners and others, so that collectively they can develop ideas to help create meaningful change. Together, this group will bring new perspective and input for how TNF develops, selects and funds organizations through The Explore Fund. The plan is to have the full Explore Fund Council group of fellows in place and announced in Spring 2021.
According to TNF, communities of color – not only in the U.S. – are currently three times more likely to live in nature-deprived places and often face racism and other systemic challenges when they do explore. In its first year, the goal is for the Explore Fund Council to focus on how to create more culturally relevant exploration opportunities and connect diverse communities to the benefits of exploration.