Last weekend, JD hit the Italian Alps for The North Face Mountain Festival. The annual festival returned July 27th-29th, this time taking over Val San Nicolò to celebrate the spirit of exploration and kick off the #pinnacleproject.
Forget muddy fields, this year’s Mountain Festival was set in the Trentino region of Italy, giving us panoramic views of the Dolomites for daaays! Is this the most insta-goals backdrop for a festival? Totally ⛰👌
Switching up the norm from your standard festi activities, the TNF Mountain Festival is made for explorers! Whether you’re a pro or total beginner, the festival has something for all skill levels. In the daytime there’s loads to do. You can start your day with a sunrise hike, or hit the trails on a run; think lakes, waterfalls and all the views!
When you’ve climbed, walked and ran until you’re exhausted, the event holds inspiring talks. This time, Conrad Anker (team leader of The North Face climbing team) and David Lama (Austrian Sport Climber and Mountaineer aka. Absolute PRO) took centre stage.
After dark, the festival got live. With huge tee pees lighting up the mountain, night-time saw DJ Carly Wilford (@carlywilford) take to the decks for a next-level set. Think bright lights, raves and loads of crowd surfing.
More than 50 years after the very first The North Face store, the festival kicked off The Pinnacle Project. Their most iconic pop-up EVER.
Hidden in the Dolomites, TNF have repaired an existing shelter, turning it into a pop-up shop that’s only reachable on foot after a two-hour hike. 2100m up in the Alps, the bold red shelter showcases 8 collectors’ items donated by explorers and athletes. Each TNF piece was worn or used during a pinnacle moment – hence the name of the project!
All of the gear has been restored and labelled with a personal message from the athlete – to get your hands on one, you must face the mountain! All proceeds from The Pinnacle Project are given back to the mountains.
Keep an eye on @jdofficial as to how you can get involved in the project with JD in the coming months….