The North Face and other outdoor brands have formed a new non-profit, membership-based association to help promote participation in outdoor activities across Europe. The names of the founding members and the association's program will be unveiled at the Ispo show in Munich on Sunday. The association, which has already secured financial backing from at least eight companies, will be called the It's Great Outdoor Coalition, building up on the viral marketing program by the same name initiated by the European Outdoor Group in mid-2015. Based in Brussels, the association will support projects to get people into the outdoors and seek funding from the European Union to sustain and expand its activities.
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