✍️#17: Breaking down NNORMAL / Kilian Jornet’s "States of Elevation."

How did Kilian and the team expand upon the adventurer's vision and what brand equity does it build in the process?

BACKGROUND

After a historic performance at Western States, Kilian Jornet announced via social media that he was in search of his next challenge. With the question, “What should I do next,” the comments flooded in encouraging him to take on everything from a range of adventures, FKTs, and iconic races around the world. Days later, he revealed what that ch…