Kilian Jornet, the world's most famous trail runner, is partnering with footwear company Camper to launch a new outdoor sports brand called "NNormal".
The brand's first products, which are being designed and tested at Camper's base in Majorca and in Ffords of Norway where Jornet now lives, will be available from this autumn.
Footwear, apparel and accessories for trail running and hiking will be the first kit from the initially limited range, some of which will be worn by Jornet and the three-time UTMB champion and other brand ambassadors from this spring onwards.
According to Camper's press release, "NNormal’s products reflect the partnership’s shared philosophy: authenticity and utility that inspire people to enjoy and respect nature—a mission which is expressed through timeless gear that’s functional, performance-oriented, and built to last."
Using the motto "Your Path, No Trace", the NNormal brandname springs from a combination of Norway and Mallorca. The brand's direction appears to be in line with Jornet's environmentally-focused ideals.
Jornet said: “Sharing the same values was a strong motivation to start this project. We agreed that we need a new way of thinking and acting in relation to our environment and outdoor activities,” explains Kilian Jornet. “We want to be very honest on how we produce the equipment and on the role the company wants to play for the society and the environment. This means transparency and working to avoid overconsumption by building products that are durable. To have a minor impact on the environment, we need to work with various materials and explore different designs. It’s a long and difficult path but that’s what motivates me and the team to start this project.”