A new Scandinavian running footwear brand, MOVV, was just launched last Thursday. Founded by Nikolai Christensen, previously Vice President of Lifestyle at Ecco, the brand aims for simple design and product functionality.

Nikolai argues that many runners find themselves out of action due to running-related injuries, and the creation of MOVV comes to tackle this issue. According to the brand’s press release, MOVV innovates with its runners via direct, user-based feedback gathered through its footwear data. This information is then utilised to brief the brand’s designers, allowing them to deliver a product based on user-generated insights.

The experience-based approach is possible due to a collaboration with Kaiser Sport & Orthopaedic and Runners Lab, whose expertise is in addressing running-related injuries.

MOVV’s manifesto is “A simple step. That is all it takes to start a movvment. It is the act that turns an idea into reality. The second step… Well, that is what keeps the idea alive. That is what keeps the movvment going. Here is to those who keep movving. Towards progress, to spark joy. To inspire happiness and to create connections. Life does not stand still, and neither do we. No matter what, we keep movving our way. With grit or with grace, but always at our own pace. Here is to the movvers that define the movement and set our trend”.