Sin­ga­pore gets new out­door store con­cept

Action Asia - - NEWS & VIEWS -

ON NOVEM­BER 8, 2017, THE North Face launched a new store con­cept in Sin­ga­pore, fea­tur­ing an Out­door Train­ing Sta­tion, the first of its kind in South­east Asia and in­spired by the brand’s flag­ship store in Shang­hai, China. The store is in Ma­rina Square, one of the city’s big­gest malls, lo­cated close to the sig­na­ture at­trac­tions of Sin­ga­pore’s Es­planade. The idea is to repli­cate cer­tain out­door train­ing con­di­tions within the store, al­low­ing out­door en­thu­si­asts to test-drive much of the high-per­for­mance moun­taineer­ing, climbing, trail run­ning, hik­ing and ski­ing gear im­me­di­ately to as­sess com­fort and fit. To this end, the store is equipped with a rock climbing wall and fit­ness items such as ket­tle­bells. The store’s size also per­mits an ex­pan­sion of the range of per­for­mance gear on of­fer, adding lim­ited-edi­tion pieces im­ported from Ja­pan and Korea. This ex­clu­sive apparel in­cludes leisure tops, gym pants and newly launched sports bras, as well as col­lectible ac­ces­sories. To com­mem­o­rate the de­but, The North Face Out­door Train­ing Pro­gram Di­rec­tor of Ed­u­ca­tion Ruben Payan Jr, led 118 par­tic­i­pants in a set of moun­tain climbers – a cal­is­thenic ex­er­cise which fo­cuses on bal­ance and co­or­di­na­tion – set­ting a new mark in the Sin­ga­pore Book of Records. The lo­cal The North Face ath­lete team was on hand too, shar­ing in­sights into their re­spec­tive dis­ci­plines. Ul­tra-marathoner Chris Yeo has raced in nu­mer­ous coun­tries in­clud­ing most re­cently at the Lon Las Cymru Ul­tra in Wales, a 400-kilo­me­tre race where he fin­ished sixth. Laura Liong is a for­mer three-time na­tional cham­pion ten­nis player, who in 2014 also be­came na­tional cham­pion in cross­coun­try moun­tain bik­ing. Win­ner of the sil­ver medal at the 2011 SEA Games and four-time na­tional cham­pion in lead climbing, sports climber Jay Koh is also a pas­sion­ate climbing coach who has climbed in some of the most re­mark­able places in the world. On the fit­ness train­ing side, per­sonal trainer Al­fred Tang has worked with clients from all walks of life for more than 17 years and has a per­sonal am­bi­tion to com­plete 100 marathons in his life­time, while an­other with long ex­pe­ri­ence in fit­ness train­ing is Dawn Sim, with 19 years un­der her belt as a certified yoga and pi­lates teacher. In l i ne wit h t heir s l ogan, ‘Never Stop Ex­plor­ing’, the brand says the store helps them to ‘push the bound­aries of in­no­va­tion, so that you can push the bound­aries of ex­plo­ration’. You can find out more about the store and its ac­tiv­i­ties by fol­low­ing The North Face Sin­ga­pore Facebook page or @thenorth­facesg on In­sta­gram.

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