As the host country, China was expecting its best-ever Winter Olympic performance in 2022. For that reason, all the country’s media was pushing event related brands and news, both online and offline. While people were all focusing on the medals, The North Face wanted to remind them that everyone who embraces the exploration spirit can reach #TheUltimateVictory. A mindset that goes beyond the competition, the medals and applause. Unfortunately, we were not an official sponsor, meaning we couldn’t mention anything related to the Olympics. So how could we bring our message and make part of the 2022 Winter Olympics conversation without being able to mention it .