North Face, The North Face
by Rafael Pena

March 7, 2024

The North Face Controversially Promotes A Diversity And Equity Course With 20% Discount

The North Face is making headlines as it offers customers a 20% discount upon completion of an equity course.

Outdoor apparel giant The North Face is making headlines for offering customers a 20% discount upon completion of an equity course, according to FOX News. The course, part of the company’s broader commitment to diversity, equity, and inclusion (DEI), has drawn both praise and criticism for its content.

The course, titled “Equity in the Outdoors,” delves into issues of racial injustice, systemic biases, and privilege. One controversial aspect is the assertion that white people never experience racism. Heritage Foundation DEI expert Mike Gonzalez criticized the course, particularly its claim that white privilege grants access to outdoor activities while people of color are excluded.

“It was the longest hour I have ever lived,” Gonzalez remarked about the course. He deemed it an “outrageous attempt at convincing people we live under an oppressive system of racial injustice, particularly in the mountains.”

The course includes elements of critical race theory, a topic that has sparked debates across various sectors. A spokesperson for VF Corp, The North Face’s parent company, emphasized the brand’s commitment to making the outdoors more inviting, saying, “The North Face has always believed the outdoors should be a welcoming, equitable, and safe place for all.”

Controversy surrounds the course’s discussion on white privilege, with statements implying that only white individuals enjoy certain advantages in outdoor activities. Critics argue that such a perspective oversimplifies complex issues and fails to acknowledge successful individuals from minority groups.

The course provides a series of “privileged” statements and invites participants to reflect on their experiences in the outdoors.

Critics such as Gonzalez find fault with statements that assume systemic racism in outdoor spaces. Gonzalez expressed concern over the course’s suggestion that individuals of privilege shouldn’t judge minority groups by the same standards. He described this proposition as “dehumanizing” and argued that qualities such as talent, intelligence, and hard work should be recognized universally.

The North Face defended the course and said it aims to create more equitable outdoors experiences. Attendees are encouraged to be allies in combating racism on both personal and systemic levels. The course asks participants to “check in with your privilege” and consider systemic changes, such as challenging policies that exclude people of color from outdoor activities.

While The North Face continues its DEI initiatives, its equity course has ignited discussions about the role of corporations in addressing social issues, and the potential impact of such initiatives on its customer base.


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