Nnormal: a winning move by Camper and Kilian Jornet

Being a star in one’s sport does not guarantee brand success. Many internationally renowned basketball and soccer players have faced this challenge. Yet Kilian Jornet—accustomed to covering hundreds of miles at record-breaking speeds—is proving otherwise with Nnormal.

In 2022, as the world emerged from the COVID-19 crisis, the trail-running legend partnered with Mallorca-based footwear brand Camper to create a new sportswear label. The journey began with a single-shoe model built on three core principles: high performance, minimalist design, and sustainability.

​Three years later, the brand offers trail competition shoes under its Kjerag line and versatile outdoor footwear with the Tomir range. It has expanded into technical apparel for men and women and is now distributed by over 1,000 retailers worldwide, primarily in specialty running and mountain stores.

“Our approach is to launch one new product per year. Since our inception, we have more than doubled our activity annually. Our goal is to maintain this growth rate for the next two to three years,” said Romuald Brun, brand director for Europe, who declined to disclose revenue figures.

“We initially prioritized Spain, France, Italy, and the United States. We now have 150 retailers in Spain and 100 in France; major sports retailers have shown interest. This is a remarkable achievement for a startup like ours,” says the executive, highlighting that orders increased 140% for the fall-winter season, with the sales campaign concluding a few weeks ago. He also notes that retailers are expanding their Nnormal offerings in their stores.

Last year, the brand generated 60% of its footwear sales from its Tomir 2 model. Nnormal has now introduced the Kjerag Brut, designed for extreme weather conditions. It features reinforced outsoles for icy terrain and breathable mesh uppers for hot climates. The focus remains durability—building products that last over time, a key appeal for environmentally conscious consumers.

The brand aims to drive product innovation, combining distinctive aesthetics with a unique approach to footwear. As emerging brands like Satisfy and Roa redefine the sportswear market, Nnormal distinguishes itself with performance-driven design.

On its website, the brand offers the KBoix model, priced at €240. It features two interchangeable outsoles tailored for different running distances. This highly specialized product is designed for athletes with specific technical needs.

Nnormal has also implemented a sustainable packaging system developed by Invisible Company, using biodegradable bags that dissolve in hot water, reinforcing its commitment to environmental responsibility.

The young brand has two major strengths in the highly competitive sports footwear market. With a trail-running legend as its co-founder, it has an unmatched ambassador, instantly making it visible among retailers worldwide. For over a decade, Kilian Jornet has dominated ultra-trail races, tackling extreme challenges and leaving a lasting impression far beyond the world of sports. Through films and projects, he has also promoted a message of environmental respect, raising awareness about the threats to natural ecosystems.

The second major advantage of Nnormal is its backing from Camper. “The brand’s emergence wouldn’t have been possible without the group,” says Romuald Brun. “Camper provides essential support functions, including logistics, IT, and finance. These elements were crucial in meeting demand and keeping us on track. However, we must still focus on profitability, as we operate as an independent entity.”

This support extends to product development. Kilian Jornet collaborates with Mallorcan shoemakers to craft high-performance footwear, while Régis Tosetti, Nnormal’s artistic director, also works for both brands. He oversees both branding and product design, bringing a lifestyle-inspired aesthetic to Nnormal.

The brand’s visual identity, characterized by bold photography and unconventional graphic elements, reinforces its distinct positioning in the sportswear sector while emphasizing its commitment to sustainability. The connection with Camper is also evident in product design, particularly in construction techniques. Camper’s expertise in stitching has been incorporated into the Tomir 2 model, where a reinforced seam links the upper and the sole.

Will Nnormal be available in Camper Lab stores or within Camper’s retail network? “That’s not in our plans,” says Romuald Brun. “However, we see real interest from lifestyle retailers drawn to the outdoor industry, including some Camper-affiliated stores. This could present an interesting opportunity.” While its footwear and minimalist apparel may appeal to concept stores beyond the sports sector, Nnormal will not develop products specifically for this market segment.

Instead, the brand wants to expand into high-altitude sports and strengthen its presence in major sporting events. Last weekend, it was present with its athletes at the Ultra-Trail Chianti, with a long-term goal of making Ultra-Trail du Mont-Blanc a key moment for boosting its global recognition.