China hosted the 2022 Winter Olympics. Genting Snow Park, near Beijing, was chosen to be part of the official Olympic Venue. The North Face not being an official event sponsor, had to close one of their biggest and most iconic stores in Genting, for the whole winter season. We took this challenge to really celebrate those who truly never stop exploring. The North Face moved the store to a new place and opened the Coldest Pop-Up Store, with the latest winter collection, putting The North Face on the map with 13.2 Million Impressions across the world. Backcountry skiers and explorers came from all across China and tried to find it, turning a challenge into a movement always celebrating the brand spirit of  #NeverStopExploring.