Co-founded by trail-running legend Kilian Jornet, Nnormal has doubled its activity annually, showcasing a commitment to high performance and eco-friendly practices.
In the past three years, Nnormal, the footwear brand co-founded by trail-running icon Kilian Jornet, has established itself as an innovative player in the sportswear market. The company emerged in 2022 following the global COVID-19 pandemic with clear strategic goals centered around high performance, minimalist design, and sustainability. Based in Mallorca, Spain, Nnormal initially launched with a single model but has since expanded its offerings significantly.
Recently, Romuald Brun, Nnormal’s brand director for Europe, spoke about the brand’s growth trajectory, revealing that the company has more than doubled its activity annually since its inception. Currently, Nnormal distributes its products through over 1,000 retailers worldwide, primarily in specialty running and mountain stores, with a strong presence in Spain, France, Italy, and the United States. “Our approach is to launch one new product per year,” Brun shared, indicating the brand’s structured growth strategy. He also noted a 140% increase in orders for the upcoming fall-winter season.
Among Nnormal’s notable products is the Tomir 2 model, which generated 60% of the brand’s footwear sales last year. The company has also introduced the Kjerag Brut, designed for extreme weather conditions, featuring enhanced durability, breathable mesh uppers, and reinforced outsoles for icy terrains. This focus on durable products aligns with the growing demand from environmentally conscious consumers.
Additionally, the brand has incorporated innovative design features, such as the KBoix model, which is priced at €240 and comes with interchangeable outsoles suited for different running distances. Nnormal has also pioneered a sustainable packaging initiative with Invisible Company, utilizing biodegradable bags that dissolve in hot water, further highlighting their commitment to environmental responsibility.
Kilian Jornet serves as a significant ambassador for Nnormal, utilizing over a decade of experience competing in ultra-trail races, where he has tackled extreme challenges and promoted ecological awareness. The brand benefits from its affiliation with Camper, which provides crucial support in logistics, IT, and finance. Despite this backing, Nnormal operates as an independent entity with a distinct brand identity.
Brun mentioned that while Nnormal may not be sold in Camper Lab stores, there is interest from lifestyle retailers in the outdoor industry. The brand aims to enhance its visibility by participating in major athletic events, including the recently held Ultra-Trail Chianti, with aspirations to boost recognition at the Ultra-Trail du Mont-Blanc. Nnormal emphasizes that its product development will not specifically cater to the lifestyle market but will focus on high-altitude sports and performance-driven footwear.
Overall, Nnormal’s success illustrates the potential for collaboration between elite athletes and established footwear brands, while simultaneously advocating for sustainable practices within the industry.
Source: Noah Wire Services
