As you may know rock climbing is now an Olympic sport. It’s called Sport Climbing and it debuted at 2020 Olympics in Tokyo. The competition consists of three different disciplines, but all involve scaling anchors attached to walls as high as 15 meters.  

The sport will be featured at the Paris Summer Olympics in July. 

In a bit of good timing, The North Face has just signed on as a new sponsor of Stagwell’s Sport Beach at the Cannes Festival of Creativity a month earlier in June. As part of their sponsorship, the brand will be creating an interactive rock-climbing wall at the event so that attendees can test their skills.  

The North Face will then be shuttling to Paris where the brand will sponsor the Olympic climbing uniforms for the U.S., France, Austria, Japan and South Korea.  

Separately, Stagwell said NBA All-Star Blake Griffin, Olympic Gold medalist Shaun White, Flag Football star Diana Flores, and former NFL player and American Ninja Warrior host Akbar Gbajabiamila will also be participating Sport Beach activities this year along with sports media personalities Taylor Rooks and Pablo Torre.