The North Face has launched a new brand anthem with its ‘We Play Different’ campaign. 

The company says the campaign challenges customers to defy norms and forge new paths and is a celebration of its core values.

A high-adrenaline clip of the anthem showcases global athletes, including free climber Alex Honnold, in mirror image.

Sarah Hunt, head of marketing for Australia and New Zealand, said while the anthem featured world-class athletes, the message was universal – challenging people to think differently, get curious and pursue their own true north through exploration and adventure.

“With New Zealand home to some of the world’s wildest places, and one of the best outdoor playgrounds, this is the perfect location to bring the ‘We Play Different’ ethos to life.”

The campaign launch last month preceded a new outlet opening in Manawa Bay, Auckland.

The North Face said the anthem will serve to guide brand communications and is the first major statement since VF Corp named Caroline Brown global brand president of The North Face in June.