The North Face has tapped San Francisco-based interactive shop Fluid as its interactive agency of record. The firm, which has been working with The North Face since June, has already won plaudits for
its coverage of the week-long 4 Winds Supreme Adventure Race. TheNorthFace.com provided daily video, photo and GPS-positioning updates. "The North Face's commitment to the spirit of exploration and
technically advanced products provide fertile ground for creating an engaging online presence," said Fluid director of client services Kent Deverell in a press release. "Our goal is to help them
connect with customers and increase brand loyalty, and ultimately web-based product sales, through a meaningful online experience."
