“Never Stop Exploring” is North Face’s motto and stores are designed as “basecamps for exploration,” aligning with the company’s vision to “push the boundaries of innovation so that you can push the boundaries of exploration.” According to the 2018 Outdoor Participation Report however, 34% of African-Americans, 49% of Hispanics, 51% Asians, and 51% of Whites ages 6+ participate in outdoor activities. The number of times Whites get outside annually (76) is trumped by both African-Americans (86) and Hispanics (87). North Face has been working to increase representation alongside strengthening social responsibility, reducing carbon footprint, and offering discounts for students, military personnel, healthcare workers, and first responders. One can wonder how North Face’s Urban Exploration “territory” idea could entice people to venture out into diverse parts of our cities.