ADDNATURE + RUNNING = TRUE LOVE
Text & illustration: Lina Åsberg
You can run anywhere: on treadmills, trails, tracks or asphalt, but we think the best running happens away from civilisation – we've been running 'wild' since day one.
Addnature Sweden has always had a close relationship with trail runners, built on a store-based grassroots movement. Back when Addnature was still based out of a quirky little garage shop on Högbergsgatan in Stockholm, we also had a running store next door. The store focused on a small but enthusiastic group of customers who enjoyed hardcore running challenges. We arranged classes in the store, sponsored the very first ÖTILLÖ swimrun competition and co-hosted other races. In the very beginning, Addnature's
newsletter was a force to be reckoned with in the outdoor world. The newsletters had a dedicated band of readers who learned about local events through targeted sendouts. Smaller races often had a hard time gaining publicity, but we had the readership they needed. Throughout the years, our store acted as a clubhouse with regular inspirational and informative lectures. The outdoor community in Sweden is small but contains some of the most dedicated sportspeople you're ever likely to come across – it wasn't always easy to tell the difference
between the staff and the athletes hanging out there. Those times were a mix of friendship and collaboration, the opportunity to grow the trail running scene in Sweden and purchase the type of equipment for Addnature we were dying to get our hands on as runners. This developed into the great trail and ultra-running scene we have today. Join us on a run down memory lane, touching on the key events that made Addnature a mecca for Swedish trail runners.
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