The North Face Signs Four Elite Snow Athletes to World Class Roster


ALAMEDA, Calif. — Jan 27, 2017 - The North Face, the global leader in outdoor apparel, equipment and footwear, is announcing the addition of Austin Smith, Jossi Wells, Cole Navin and Jake Blauvelt to the Ski and Snowboard Team.

“In my eyes The North Face is at the forefront of design, quality and inspiration. These three values personally mean a lot to me and I'm thrilled to partner with a company that shares these same values. I'm honored to join the heavy roaster of inspiring athletes at The North Face and am excited for the future as part of this amazing brand.”

- Jossi Wells

Since 1966, The North Face has been challenging athletes to push their boundaries and commit to a life of exploration. These athletes are the pinnacle of the companies promise to “Never Stop Exploring”. Joining a world class roster with the likes of Olympic gold medalist Maddie Bowman, freesking icon Tom Wallisch, and big mountain specialists Johnny Collinson and Ingrid Backstrom. The North Face athlete team is constantly pioneering the possibilities in extreme sports. 

“Each member of The North Face athlete team brings something unique and powerful to the brand” said The North Face Sports Marketing Manager Kyle Martin. “As icons of self-expression, these new faces reinforce that notion and represent our commitment to exploring what is truly possible in the mountains.”

About the Athletes:

  • Austin Smith – The big mountain snowboarder based out of Mt. Bachelor has already attracted attention this winter with the newest release out of Drink Water Media House: Energy. He has a strong snowboard and film background with appearances in Mediocre Madness, Better Late Than Never and the Transworld Snowboarding 2015 Video of the Year: Pathology. Smith is the Co-founder of Drink Water, which urges people to ditch the energy drinks and choose water.
  • Jossi Wells – Hailing from New Zealand, Jossi joins The North Face Snow Program as an already extremely accomplished athlete. He won gold in the slopestyle competition at the 2016 X Games, earned 4th place at the Sochi Olympic Games, and is a two-time AFP World Champion. With six total X Games medals, already under his belt, Wells plans to continue his victories in 2017.
  • Cole Navin – Receiving the coveted Transworld Snowboarding Riders’ Poll Rookie of the Year in 2017, Cole came onto the scene last year strong with edits in Rendered Useless and Lords of the Chiken 8. Navin got into the urban riding scene in his hometown of Worchester, Mass.
  • Jake Blauvelt – Starting out in the competition circuit suited Blauvelt well, but he quickly realized the backcountry was his calling. Based out of Mt. Baker, Blauvelt is a big mountain snowboarder that sees natural terrain as a blank canvas to make his own. Check out Blauvelt’s full edit in Snowboarder Magazine: “Resolution” and his feature length snowboard film rightfully titled Jake Blauvelt’s “Naturally”.

About The North Face®
The North Face, a division of VF Outdoor, Inc., was founded in 1966 with the goal of preparing outdoor athletes for the rigors of their next adventure. Today we are the world’s leading outdoor brand, creating athlete-tested, expedition-proven products that help people explore and test the limits of human potential. We protect our outdoor playgrounds and minimize our impact on the planet through programs that encourage sustainability. The North Face products are available at premium and specialty retail sporting goods stores globally and we are headquartered in California on a LEED Platinum-certified campus. For more information, please visit