Who: North Face and Sid Lee.

What: A campaign to launch the outdoor company’s new waterproof apparel line, Futurelight.

When & Where: The campaign launched Sept. 30, along with an Oct. 1 launch event in New York City that included a concert by Grammy Award-winning producer and songwriter Mura Masa.

Why: North Face says it has developed a truly new material thanks to nano-spinning technology. “The introduction of this fabric is a pivotal moment for our brand, for the future of the apparel industry, and for consumers who will no longer need to sacrifice comfort or air permeability for waterproof protection,” said Scott Mellin, global general manager of mountain sports at The North Face.

What does nano-spinning do?: It creates tiny holes that allow for porosity, allowing air to move through the material while it remains totally waterproof. Designers can also adjust weight, stretch, breathability, durability, construction (knit or woven), and texture to match athletes’ and consumers’ intended use. The company is even calling it a “new paradigm” (see below).

How: This is a high-end line designed for serious outdoor enthusiasts, so the campaign demonstrates the amazing outdoorsy things people can do when wearing it. It features ski-mountaineer Hilaree Nelson, snowboarder Leslie Pelosi, climber Jimmy Chin and runner Coree Woltering.

And we quote: “The launch of Futurelight is about more than a fabric technology or a single jacket, it is about a new paradigm in clothing and protection… We are redefining the expectations around weather protection and our campaign is designed to demonstrate the benefits and new possibilities that this technology will enable.” —Steve Lesnard, vice-president of marketing at The North Face.