On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

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A CREATIVE STUDIO

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25-0305 TNF 2503

The North Face

"Summit Series Brand Activation"

Brand Activation / Experiential / Cultural Programming / Cultural Programming
The North Face Summit Series brand activation on blue puffer jacket
To mark 25 years of The North Face Summit Series, HY.AM partnered with Burro Studio to bring the milestone to life in Berlin. The flagship store was transformed into a week-long hub of curated experiences—balancing global brand standards with local relevance and cultural credibility.

Curated Local Outdoor Voices

We selected and invited Berlin-based outdoor voices, creators, and athletes to anchor the experience in the city’s running culture—building authenticity, relevance, and immediate community credibility.

The North Face – Brand Activation "Summit Series Brand Activation": Photo showing illuminated mannequins wearing translucent jackets with headphones, displayed in a retail setting x HY.AM Studios
The North Face – Brand Activation "Summit Series Brand Activation": Photo showing The North Face Summit Series branding, repair kits, and carabiners on a wooden surface x HY.AM Studios

Seven Days of Live Brand Experiences

HY.AM shaped and delivered a full week of cultural programming at the Berlin flagship. From speaker curation and masterclass design to on-site production, we brought expert-led sessions, altitude simulations, and a film night with mountaineer David Göttler to life.

The North Face – Brand Activation "Summit Series Brand Activation": Photo showing a man sitting in front of a screen displaying photos and text, with backpacks on display behind him x HY.AM Studios
The North Face – Brand Activation "Summit Series Brand Activation": Photo showing a woman in a black North Face jacket and a black wrap skirt, taking a selfie x HY.AM Studios
The North Face – Brand Activation "Summit Series Brand Activation": Photo showing two people smiling, with a large screen in the background displaying mountaineers on a snowy peak x HY.AM Studios

Brand, Fully Embedded

Every touchpoint—from invitations to in-store moments—carried the Summit Series’ elevated, technical aesthetic, translated through Berlin’s outdoor-meets-urban energy to create a cohesive brand experience.

The North Face – Brand Activation "Summit Series Brand Activation": Photo showing a man in a black shirt presenting in front of a transparent display of a North Face jacket x HY.AM Studios
The North Face – Brand Activation "Summit Series Brand Activation": Photo showing a screen displaying a mountaineer on a snowy peak, with an audience watching in a store setting x HY.AM Studios
The North Face – Brand Activation "Summit Series Brand Activation": Photo showing a person wearing a blue mask and climbing a StairMaster with The North Face branding x HY.AM Studios
The North Face – Brand Activation "Summit Series Brand Activation": Photo showing three people in a store, with The North Face branding visible in the background x HY.AM Studios
The North Face – Brand Activation "Summit Series Brand Activation": Photo showing a green jacket with the Summit Series logo and a person testing fabric breathability x HY.AM Studios
The North Face – Brand Activation "Summit Series Brand Activation": Photo showing a person wearing a yellow and black jacket, pulling up the hood and covering their mouth x HY.AM Studios

The activation brought Berlin’s outdoor and performance community together, generating strong social engagement and positive local media coverage. It reinforced The North Face’s cultural relevance in the city and positioned the Summit Series as both technically elite and culturally resonant—bridging high-performance innovation with community-driven storytelling.

"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
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