To help launch their new Apex Flex GTX jacket, The North Face turned to the music industry. The outdoor brand teamed up with Spotify to offer a song that you can only listen to when it rains.
This isn’t the first weather and location dependent partnership for Spotfiy. Earlier this year, they teamed up with Accuweather to launch a site called Climatune, which creates music playlists based on your weather forecast and Spotify listening data. To find the perfect song line up, the site analyzed a year’s worth of streaming data from over 900 cities and matched it with the weather at the time to track listening patterns. For example, with the cold rainy weather currently hitting Atlanta, you can expect many people to load up “Hotline Bling” or Adele’s “Hello” to get them through the day.
For The North Face’s “Seek No Shelter” campaign, however, its White Denim’s new track “No Nee Ta Slode Aln” — the song is now only available to stream on Spotify for those listeners in the U.S. where it’s raining. Sorry sunny California, you may not get to hear it until next winter.
For those curious about the jacket itself, the Apex Flex GTX is made from a stretch-woven exterior with an ultra-soft knit interior for next to skin comfort. The rain jacket is completely waterproof thanks to the Gore-Tex membrane but doesn’t feel or sound like an average rain shell — it’s more like a super lightweight 3-layer softshell.
The jacket comes with an adjustable hood and pit-zip vents for added ventilation in warmer weather. You get two zippered hand pockets, an extra forearm pocket, and a drop-tail hem that can be cinch up against inclement weather.
The North Face Apex Flex GTX jacket retails for $199 and is available now. So, what are your favorite rainy day tunes?