North Face’s Apex Flex GTX

The North Face officially launched Apex Flex GTX®, the first-ever fully waterproof, soft rain jacket that is made for comfort. Not satisfied with a jacket that people wear only because they have to, The North Face and GORE-TEX® dedicated years of innovation, product development and testing to creating a rain jacket comfortable and versatile enough to wear rain or shine.

In honor of the industry-first product becoming available, The North Face is launching a new campaign, inviting customers to embrace the outdoor elements and “Seek No Shelter.” Beginning today, The North Face is debuting the world’s first weather-triggered song celebrating rain. Partnering with White Denim, an American rock band from Austin, Texas, the song will be released exclusively on Spotify1 only where and when it is raining. This “Rain Drop” is the first time a song has been released through the use of geotargeting technology.

White Denim will live premiere the bespoke, weather-inspired song at SXSW in Austin on Thursday, March 16 at The FADER FORT in an immersive experience. The stage will be transformed into the eye of a storm while the band performs. Fans will also be able to take part in a sensory experience recreating the look, feel and sound of a storm with cool air, mist and the smell of fresh rain.

“Our entire brand is based around the idea that adverse and changing conditions aren’t just to be tolerated, they are what shapes a great life lived outdoors,” said Vice President of Marketing at The North Face Tom Herbst. “For this campaign, we want to change the way people think about rain – as not something to hide from, but something to be sought out and celebrated. Dropping a song only when it is raining is designed to delight, inspire and mimic the same sense of anticipation and excitement that you have when heading into the wild.”

Apex Flex technology is available in two styles, Apex Flex GTX® Jacket for $199.00 MSRP (Men, Women), an active-fit, and Apex Flex GTX® Disruptor Parka for $230.00 MSRP (Men, Women), a longer fit ideal for streetwear, both designed for ultimate versatility in unpredictable conditions. A soft woven face fabric combined with a waterproof, breathable membrane and comfortable knit back make Apex Flex GTX® the ultimate combination with protection from the elements while providing the warmth and comfort of a favorite hoodie. Apex Flex GTX® is now available in retail stores.

1″Seek No Shelter” will be available only in US Markets.