In a world that feels more connected than ever, many of us are struggling with a profound sense of disconnection. Social media promised to bring us closer, yet we often find ourselves scrolling through a feed of surface-level interactions, craving something deeper. The pandemic only amplified this divide, forcing us into isolation and leaving us longing for real, human experiences.
This is where running comes in. For me, running is more than just physical exercise—it’s a way to reconnect. With ourselves, with others, and with the world around us. Over the years, I’ve seen running evolve from a solitary pursuit into something profoundly collective. It has become a cultural phenomenon, a social experience that reflects a broader shift in what we value.
When I started UNNA Smiles Club in Stockholm (we’re not counting miles, we’re counting smiles), it wasn’t about speed or performance. It was about creating a space where people could simply show up as they are. I wanted it to be a grassroots movement, built on real people and real emotions. Watching solo runners join in, form friendships, and keep coming back made me realize something powerful: connectedness is the real currency of our time.
One of my favorite moments is when new runners—many of whom have never been to a run club before and are completely new to running—arrive at an event. They show up by themselves, having heard about the club through word of mouth or online. They arrive unsure of what to expect—nervous, standing a bit to the side, hesitant to join the group. But as the run unfolds, something shifts. Someone shares a laugh, another offers pacing tips, and by the end of the session, they’re swapping stories over post-run pizza, as if they’ve been friends for years. It’s in these small, authentic moments that our community thrives. And it’s not just me—I see people helping all the time, picking up trash, grabbing beers from the fridge. A few weeks later, I’ll spot them running together on Strava or Instagram, and it always puts a smile on my face.
But what makes this connection real? For me, it’s about setting the tone. As the founder, my voice shapes the culture of both the brand and the community. The values of UNNA evolve with me—whether it’s the music we listen to, the aesthetics we push, or celebrating even the smallest effort, like a first 2k run. Having a voice is both a responsibility and an opportunity. It’s a chance to build something meaningful—a brand world that reflects not only my journey as a runner and how it helped me overcome anxiety, but also the stories of countless others I’ve connected with who’ve found transformation through movement.
Authenticity is central to everything we do at UNNA. The Smiles Club is pure branding in its most essential form: not about selling but inspiring. Big brands have approached us for partnerships, but we’ve chosen to keep things simple. While it could be tempting, adding commercial elements to this kind of community, it risks shifting the focus—turning it from an open, grassroots movement into something transactional. What makes the Smiles Club special is its purity: real people, real connections, and the absence of pressure to buy, perform, or conform. It’s not just a club—it’s a reflection of what we want to accomplish as a value driven company: inspiring more people to move and feel better about themselves.
This ethos naturally extends to our business. UNNA creates running apparel designed with the same simplicity and uplifting spirit we bring to the Smiles Club. When I see our Smiles Club T-shirts pacing along the Han River in Seoul or jogging through Central Park in New York, it’s a powerful reminder of what we’re building: a global community rooted in shared values. It’s not just a product people wear—it’s a symbol of belonging, connection, and the joy of movement.
What we’ve built isn’t just a customer base—it’s a community. People feel safe here because it’s not about pushing products or performance—it’s about creating an environment where they feel valued, inspired, and understood. This is why UNNA is growing. It’s not just another apparel brand—it’s a philosophy.
Running is one of the simplest acts, yet it has the power to change lives. It teaches us resilience, offers us peace, and connects us to what really matters—not just as individuals, but as a collective.
So, as I often remind myself, the question isn’t how far or how fast you’ll go. The real question is: what will you discover—and who will you meet—along the way?
