The North Face has grown significantly since establishing its mission statements in 1968 and 1977 to make the best expedition proven products. It launched e-commerce in the US in 2002 and in EMEA in 2009, growing revenues from $258M in 2002 to $1.9B in 2012. The company aims to grow to $3.3B in revenue by 2017 by focusing its digital marketing efforts on inspiring and entertaining highly active people, informing them about its innovative, purposefully designed products, and fueling global expansion through digital channels. Key lessons from 2013 include producing more video content, prioritizing mobile optimization, investing in social media, owning direct customer relationships, and leveraging digital to transform its global business.