ADDNATURE+RUNNING=TRUELOVE

ADDNATURE + + RUNNING RUNNING = TRUE LOVE = 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 fi rst 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 diff erence 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.

Ö TILL Ö FIVE FINGERS

Five Fingers visits the store to sell their barefoot shoes. Addnature becomes the fi rst Swedish shop to put in a big order. Christopher McDougall's Born to Run, released in Swedish the previous year, makes the shoes instant bestsellers. Minimalist running has arrived, and the Addnature store is the place to be. Merrell also introduces minimalist running shoes and is welcomed by 'almost-barefoot' runners.

Addnature sponsors the fi rst edition of ÖTILLÖ, the fi rst edition of ÖTILLÖ, the world's fi rst swimrun challenge world's fi rst swimrun challenge where each two-person team where each two-person team has to reach the fi nish line by has to reach the fi nish line by alternating between swimming alternating between swimming and trail running. ÖTILLÖ and trail running. ÖTILLÖ started as a bet and developed started as a bet and developed into an entirely new sport.

The relationship between Addnature and ÖTILLÖ Addnature and ÖTILLÖ has grown into a long and tender love story. We've both sponsored and competed in the races from competed in the races from the fi rst (very unprofessional) the fi rst (very unprofessional) ones to today's edition, where ones to today's edition, where it's gone international.

7 SUMMITS

Addnature organises Stockholm's Seven Summits, a challenge where participants bike between seven big hills, then run to the peak. The name is taken from the Seven Summits challenge which involves climbing the highest mountain on each continent.

TRAINING

Addnature hosts running training in Hammarbybacken, Stockholm, with pros such as Daniel Hansson. We also start off ering swimrun sessions for curious beginners in Hellasgården.

BAMM

Addnature sponsors the BAMM (Björkliden Arctic Mountain Marathon), a high-intensity mountain race that fi nishes in Riksgränsen.

AMAZING TRAIL CALLEKASSEN

Addnature solves the logistical issues with ÖTILLÖ's expansion by creating a bright red, heavy-duty shopping bag made of recycled plastic. It's named the Calle bag after Addnature's marketing manager Calle Ringborg. A bag is given to each racer to keep their gear in and becomes a tradition at every ÖTILLÖ race. The bag even gets its 15 seconds of fame on national TV when TV4 does a piece on the competition.

Addnature organises the Amazing Addnature Trail together with orienteering club OK Ravinen. The race starts at Hellasgården and is for all kinds of participants, regardless of running skills or experience. This race encourages people to run trails and spread the word about trail running.

Photo: Emrik Jansson

Sofia Berg and David Kantermo on their home trails in Åre.