The North Face inaugurated its first Asia-Pacific Member Center in Shanghai’s Xintiandi neighborhood on November 3. The space integrates retail, experiential activities, and community engagement, reflecting the brand’s strategy to enhance retail presence in key Asian markets. The opening featured a mountaineering forum with brand athletes Jimmy Chin, an Oscar-winning documentary filmmaker, and Jim Morrison, who recently completed a historic ski descent of Mount Everest’s Hornbein Couloir. The North Face plans to upgrade 30 stores to its new concept by the end of 2025.