There was a moment this year when it felt like every brand launched a run club. Tuesday tempo. Thursday social. Coffee after.
As part of an ongoing exploration into what’s actually shaping culture locally, we’ve been spending time with creators from our community – listening closely to the shifts that happen on the ground, long before they turn into trends.
Right now, one movement stands out.
Running.
Suddenly, it isn’t just a sport – it’s a new kind of third place, somewhere between wellness and nightlife. Less about performance, more about presence. Less about proving something, more about how it feels.
That’s exactly how Hedda Schroeter Skaug sees it – creator, runner, Oslo local, and one of the clearest voices inside Norway’s running scene right now.
“Running is my free time. It’s where I can put my phone away and just be in my own thoughts.”
Running as a safe space (not a scoreboard)
For Hedda, running is less about pace and more about presence. It’s one of the few moments where Snapchat, Instagram, TikTok – and the constant pressure to respond – simply disappear. Sometimes she leaves the phone at home entirely. A watch is enough. Music is enough.
“I don’t want technology to control my life. I want to control the watch.”
In a culture obsessed with optimisation, that choice feels quietly radical.
Norway’s edge is nature (and it shows)
Hedda describes Norway through seasons and the outdoors – cross-country skiing in winter, running in summer, mountains always close. Even in central Oslo, nature is a short bus ride away. It’s not aesthetic. It’s structural.
“You can just take the bus for 20 minutes and you’re out in nature. That’s normal here.”
It shapes how people move – and how content is made. Less studio. More landscape. Less performance. More presence.
Six pairs of Hokas, zero shame
Minimalism isn’t the point. Intention is. Hedda runs in Hoka and rotates between around six pairs – hiking shoes, daily trainers, race shoes. Because running isn’t just the run. It’s the ritual. And then there’s Lofoten Skyrace – mountains, brutal elevation, and distances that demand respect.
“It’s really hard. I couldn’t walk the day after.”
(She laughs. Then signs up again.)
Consistency, without the self-punishment
When runs get heavy – mentally or physically – Hedda keeps it simple.
“When it feels hard, I just tell myself: I can do this. Just two more.”
Not hustle culture. Not toxic discipline. Just consistency, adjusted to real life.
The platforms reflect the personality
Hedda doesn’t force the same version of herself everywhere. Snapchat is raw and immediate. No editing. No polish. TikTok is workouts, tips, fun energy. Instagram feels more permanent – and more intimidating.
“On Snapchat, everything is real. Your hair is everywhere. Maybe you have a booger. You just post it.”
Authenticity isn’t a value statement. It’s a format decision.
Brand collabs: fit is the new non-negotiable
When brands reach out, Hedda’s filter is instinctive.
“If it doesn’t feel like me, I say no. Even if it’s a lot of money.”
Her dream collaboration? Hoka – a brand she’s worn for years, now becoming a long-term partnership.
“I’ve always used the shoes. So working with them means something.”
The best partnerships don’t need explanation. They already make sense.
What brands should take from this
Running isn’t moving toward extremes. It’s moving toward belonging. It’s less about proving something – and more about showing up. For brands, the opportunity isn’t to push harder. It’s to understand the shift:
- Make it social, not intimidating
- Celebrate slow days too
- Build rituals, not just campaigns
- Choose creators whose lives already reflect the product
Because the future of running culture isn’t a faster split time – it’s a better feeling.