The North Face would be screwed without its lifestyle and leisure markets.
People love to hate on The North Face because college kids can't get enough "Wilderness Chic," but that actually has allowed the brand to avoid bankruptcy, keeping it afloat through some tough times. If your freshman year roommate didn't have a puffy coat, vest, backpack, and hoodie, tons of athletes wouldn't be getting sponsored and The North Face's "Never stop exploring" motto would have fallen flat.
Ethan Wolff-Mann is the Gear editor of Supercompressor. He has tested North Face stuff in the southern hemisphere, and found that it still works. Follow him on Twitter @ewolffmann.