Driving Demand for The North Face x SKIMS Collaboration

The North Face x SKIMS collaboration united two iconic brands to create a line combining cold-weather performance with best-in-class shapewear, designed to surprise and excite Gen Z women. The campaign focused on two core goals. First, to generate buzz and spark social conversation about this unexpected partnership to create FOMO and drive demand. Second, to dominate the cultural conversation during launch week through high-impact media that filled the feeds of fashion-forward Gen Z women and made the launch impossible to ignore.

To capture attention and spark conversation, WITHIN launched a media strategy that blended bold OOH with targeted digital. We took over high-traffic cultural hotspots like Times Square and LA’s fashion districts with OOH placements built for photography and social sharing. These became real-time photo opportunities, turning passersby into active participants in the campaign.

Building on the buzz generated from the OOH placements, we ran premium TikTok ‘Top Feed’ placements, tapping into the platform’s influence on Gen Z fashion trends. When the product sold out almost immediately, we quickly pivoted to maximize reach across other high-impact digital channels.

We partnered with leading fashion and culture publications including Dazed, Paper Magazine, Hypebae, and i-D to reach Gen Z women through dark social activations. By sharing our creative through their own channels and targeting their most engaged followers, we were able to join genuine fashion conversations in a way that felt native rather than promotional.

The campaign sold out online in under 20 minutes and became a major cultural moment during launch week. Strategic media placements generated 26.3 million impressions at a cost-effective CPM and drove 262.3K site visits, significantly boosting winter apparel sales and solidifying both brands’ position at the center of the Gen Z fashion conversation.