The North Face 
commenced a three-day pop-up activation Wednesday in which it is giving winter coats and accessories in New York City out of the back of a Nuptse-shaped truck.
With a focus on its yellow garments to grab attention, the customized truck decorated like a puffer coat is making a stop each day in the neighborhoods of SoHo, Bushwick, and Fordham Heights of Manhattan, Brooklyn, and the Bronx, respectively. Jackets are on display in glass cases that Mikey Phelps, an outdoor influencer and designer with more than 300,000 followers on Instagram who was on-hand at Wednesday’s stop in SoHo, likened to the “Batman cave.”
After taking a loop through the display, attendees are given the opportunity to draw color-coded cards out of a bag. Those who pull yellow will receive a jacket, while a black card leads to a free choice of accessories. A white card draws a yellow Nuptse sticker.
The jackets up for grabs are the women’s 2000 Retro Nuptse, men’s Build Up, and men’s Gore-Tex Mountain. Accessories include a Base Camp duffel, Explore Hip Pack, and Wawona Blanket.
“[The North Face] has the best coat in the world, ” Phelps, who was kitted out in a full body puffer Himalayan suit, told Footwear News . “The big Nuptse truck, they never seen that before. We giving back to the community. Everybody’s winning, everybody’s happy.”
In addition to Phelps, content creator Emma Rogue is joining TNF today. Designer Raul Lopez and DJ Levar McDonald will be in Bushwick Thursday, while FNAA Collaboration of the Year winner Jae Tips will be in The Bronx Friday along with fellow designer JJ Grant.
Today’s stop in Manhattan began at 10 a.m. and runs through 3 p.m. at the intersection of Broadway and Houston Street. Thursday’s event will run from 11 a.m. to 2 p.m. at the intersection of Myrtle Avenue and Knickerbocker Avenue, followed Friday at the same time at East Fordham Road and East Kingsbridge Road.
