The launch of the latest collection The North Face took place in the mountains of Chamonix. During UTMB week, the brand opened the doors to a custom-designed Offtrail basecamp in Chamonix, offering a chance to discover the new Summit Series Offtrail collection and the Offtrail Ultra shoe on technical alpine terrain. All centered around one question: at what point does a trail run become an expedition?

The concept was built on a simple idea: make the location an extension of the product. Every area of the chalet served a specific purpose. The living room transformed into an expedition command center, where each day began with route briefings and weather updates. The garage became a product workshop, allowing for a deep dive into the new gear before putting it to the test on the trails. Recovery was treated with the same level of attention as exploration, with a dedicated space to recharge after long days of running.

The experience went far beyond just running. Personalized robes, toiletry kits, The North Face slippers upon arrival, co-branded Bialetti coffee sets, YETI mugs, and trail mix bags for the next day's adventure: every detail was carefully curated to create a true home away from home and bring participants together once the miles were behind them.

Throughout the week, guests put the Offtrail Ultra to the test where the slopes get steep and conditions shift.