Sonos Explores Brand Extension with The North Face

To celebrate the release of the Sonos Roam, the brand launched a new partnership with The North Face.

July 28, 2021

The return of outdoor activities and the return of hiking season has marked the start of the new collaboration between Sonos and The North Face for the launch of the new portable speaker Sonos Roam.

This multi-faceted partnership kickstarts with the launch of a dedicated radio station Never Stop Exploring with music by Wilco singer/songwriter Mikael Jorgensen and soundscapes from far-flung places by The North Face.

“With the addition of Roam - our first truly portable speaker - to our family of products, we wanted a partner that could help us tell the story of listening on-the-go in an authentic and accessible way,” says Pete Pedersen, vice president, marketing, Sonos Looking at brands that inspire us to get outside and explore the world around us, we knew The North Face was the perfect fit as a heritage brand in the outdoor adventure space and its rich history in exploration.”

“What we’ve created with the Never Stop Exploring station on Sonos Radio is so much more than the reimagined audio

itself,” says Dmitri Siegel, vice president, content, Sonos Radio. “The creativity of Mikael Jorgensen combined with the openness of the athletes reminiscing on their experiences has allowed us to create something sonically adventurous, offering fans and outdoor enthusiasts a truly immersive listening experience.”

The partnership combines the soundscapes of exploration destinations such as the Alaska and Peru with narration from athlete partners Alex Honnold, Hilaree Nelson, Matty Hong and Emily Harrington.

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