The North Face has become a sponsor of Mountainfilm, the annual festival of documentaries held every Memorial Day weekend in Telluride, Colorado. The initiative derives from the company's policies on conservation and diversity, two issues that the festival has also championed. In 2017, for instance, TNF launched its “Move Mountains” initiative for equal gender representation in all marketing and content and equal pay for its athletic sponsorships. Moreover, several TNF-sponsored athletes have been Mountainfilm subjects and guests. In fact, the TNF-Mountainfilm partnership resulted from Mountainfilm's 40th anniversary festival last year, where Conrad Anker, a mountaineer sponsored by TNF, was a guest director. He recently ceded his captaincy of the TNF global team to Hilaree Nelson, who will describe at the 2019 edition of Mountainfilm what it was like to perform, with her partner Jim Morrison, the first ski descent of Lhotse, the fourth-tallest mountain in the world. Their adventure was shown during a video demonstration of TNF's new Futurelight technology in the company's stand at the recent Ispo Munich show.