Outdoor apparel brand The North Face thrives on innovation. The company recently added Steve Lesnard as their new global vice president of marketing. He joined the company in 2019. Together Lesnard and The North Face have worked together to solve a common outerwear problem. Clothing created for wet conditions has left consumers disappointed, cold, and wet. The company found a better solution to keep people dry in wet weather through the release of its FUTURELIGHT line.

FUTURELIGHT is a waterproof fabric that the North Face has spent years developing. The quality is unmatched because of the nanospinning process to create the fabric. Ultrafine fibers are spun by microscopic nozzles. The FUTURELIGHT line will include apparel and equipment. Steve Lesnard has been overseeing the new branding campaign. He brings ample international marketing experience and successful methods from his previous position with a sports apparel company. Lesnard believes that big ideas can become a reality through strategy, consumer personalization options, consistency, and dedication.

The North Face with Lesnard at the helm aim to change the sports apparel industry with a passion for what they do and the goal of improving the customer experience with its products. Since his childhood, Steve Lesnard has been an outdoor enthusiast and sports lover. His passions have never waned; he regularly participates in many outdoor sports during his leisure time. During his time in his previous position as the global vice president and head of the company’s running division, Lesnard spearheaded two Olypmpic campaigns and created a profitable niche market.