Bingo. The North Face is an OG brand in the world of Hip Hop. Shit was all over the place back in the day. Dudes wearing Scott Schmidt style Steep Tech coats in NYC. People still rock it. Stores are filled with TNF there.
They definitely lost their way for a number of years and regained their footing in skiing by supporting a new era of rippers like Sage, Dana, Ingrid and Ian, backed up by a solid marketing push in print and support of such staples as TGR. The past few collections have been baggy with longer coats and their foray into the world of park and pipe will ensure they take their technology and apply it it in more youthful forms with the help of the new crew.
They have always supported skiing, but now they are back and doing it right again. We'll see, it could be cool.