On October 24, TOREAD Pathfinder, China’s leading outdoor sports equipment brand, together with its new brand ambassador Wang Feng, announced the brand’s new slogan “Pathfinder – The Brave Heart” at the company’s headquarters. This remarkable partnership represents the first collaboration between a leading outdoor brand and a rock music icon, signaling Pathfinder’s entry into a brand-new era.
Wang Feng and Pathfinder Chairman Sheng Faqiang Take a Photo Together
At the media sharing session, Wang Feng—who had just attended the celebration of the program “The Voice of China”—passionately shared his interpretation of the word “bravery.” He also expressed high expectations for this meaningful collaboration with Pathfinder, a leader in the outdoor industry. Wang Feng stated: “‘The Brave Heart’ is the perfect expression of my musical pursuit and Pathfinder’s brand philosophy. Our spirits align perfectly. Be a little braver, and you get a little closer to your dreams. I hope to join Pathfinder in becoming brave explorers.”
As a “pathfinder” in China’s rock music scene, Wang Feng has always stayed true to his dream of creating rock music. With poetic notes, he interprets insights on life, proclaims the purity and meaning of existence, and inspires with profound thoughts. In his music, we can feel the blossoming of life in spring, sense the presence of freedom and bravery, and witness the perseverance of faith and the most authentic self. This aligns perfectly with the spirit of the Pathfinder brand, capturing the essence of what Pathfinder stands for. The song “The Brave Heart” offers a great interpretation of Wang Feng’s personality and musical journey, while also perfectly embodying Pathfinder’s future-oriented and adventurous spirit.
At the launch event, Wang Feng presented the handwritten lyrics of “The Brave Heart” to Mr. Sheng Faqiang, Chairman of Pathfinder. He also received a special gift from Pathfinder—the historically significant “Pathfinder Alpine Snowfield Tent.” This tent accompanied Ms. Wang Jing, Pathfinder’s co-founder and renowned mountaineer, as she summited Mount Everest in 2010, and again in 2012 when she, along with mountaineer Russell Brice and the world-class high-altitude exploration team Himalayan Experience, reached the summit of Makalu. The exchange of the lyrics manuscript and the snowfield tent symbolizes the joint journey of bravery that Wang Feng and the Pathfinder brand are embarking on together.
Wang Feng and Pathfinder Chairman Sheng Faqiang Exchange Gifts
Wang Feng and Pathfinder Chairman Sheng Faqiang Exchange Gifts