A lot of sports and out­door com­pa­nies have built up team­like communities—like Asics’ Fron­tRun­ners or On’s Run­ning Crew. Most of them sup­port their mem­bers with events or gear and excpect them to be brand ambas­sadors in return. The North Face now has set up such a pro­gramm too, which, how­ev­er, has a slight­ly dif­fer­ent focus.