Naming The North Face's super-foam midsole

Since 1966, The North Face has offered peak-performance clothing and gear for outdoor activities. Its Vectiv footwear line features leading-edge technology that’s propelled athletes further—including 17 world records—since the line’s introduction in 2021. Ever-seeking to improve its products, the company developed a new nitrogen-infused, super-foam midsole that provides enhanced rebound and even greater comfort. Because of our work naming Circaloft, TNF’s line of insulated apparel, the company turned to us for a name. But this component nearly named itself. Soft yet springy, it runs like a dream, providing perfect responsiveness and comfort. (Believe in the Run magazine called it “Not too soft, not too firm, this Dream midsole compound would make Goldilocks herself proud.”) Dream was rolled out in late 2023. Though originally developed specifically for the Vertiv line, Dream is now also used in other TNF footwear families, including Altamesa.