Last month, The North Face launched its biggest-ever marketing campaign across all channels and media to support the introduction of its new Futurelight technology around the world, including Europe. It has created test events for media, retailers and consumers in many countries. In the U.K., the biggest market for the brand, it is showcasing the technology at consumer-oriented fairs like the Telegraph Ski and Snow show and the Kendal Mountain Festival. The product itself has been distributed selectively. In Italy, for example, it is being made available in only six TNF stores and about 40 sporting goods and outdoor stores across the peninsula, according to the country's Outdoor Magazine.

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