From mountains to cities: How The North Face is looking to engage a new community

In order to remain viable, a business like The North Face obviously has to sell products. And Kathy Hines, the brand’s newly-appointed vice-president of marketing and strategy, admits she’d be lying if she were to say anything different. But beyond that, she believes the business has an opportunity to make a difference, and so she has also taken on a much bigger task: to make sure the 50-year-old outdoor brand has a legacy and leaves something behind that her and her team can be