What NNormal does

NNormal is a privately held trail-running and outdoor gear brand founded in March 2022 as a joint venture between historic Spanish footwear company Camper and elite mountain athlete Kilian Jornet, with the legal entity The Normal Company S.L. headquartered in Palma de Mallorca, Spain. The company designs, manufactures, and sells premium performance footwear across three franchises: Kjerag (max-performance racing shoes using Vibram LITEBASE outsole, Matryx upper, and proprietary EExpure foam midsole), Tomir (versatile adventure shoes available in standard and Gore-Tex variants), and Cadí (entry-level trail shoes), supplemented by apparel (race t-shirts, shorts, rain jackets made from recycled materials), accessories (modular trail vests, race caps, merino socks), and the members-only NNormal Training Insights platform. A prototype pipeline including the NN202 lateral-lacing shoe (2027 release) and a climate-adaptive Cooling Vest (2028 release) signals multi-year R&D investment.

NNormal generates revenue through direct-to-consumer e-commerce (localized storefronts in 50+ countries on nnormal.com), company-owned physical retail in the USA, Canada, Greece, Hong Kong, Switzerland, Belgium, the UK, and Poland, and specialty outdoor wholesale partners across Europe and North America. Pricing is positioned at the mid-to-premium tier, with apparel priced from $20 (merino socks) to $220 (Trail Rain Jacket). Distribution is supported by global logistics partnerships (DHL, UPS, Correos) and standard payment integrations (PayPal, Klarna, Apple Pay, credit card with 3D Secure). Marketing is predominantly athlete-driven through sponsored ambassadors including Jornet and Dakota Jones competing in elite events (UTMB, Hardrock 100, Western States 100, Transvulcania), complemented by content marketing, a documentary project (States of Elevation), and an email/newsletter funnel offering early access to product drops.

Customer segmentation is horizontal across "Elite and Competitive Trail Runners" and broader "Outdoor Enthusiasts," with brand differentiation centered on durability (products tested for 1,200 km+), sustainability commitments (B Corp certified, 1% for the Planet member, lifetime repair, take-back program, Vibram resoling), and athlete co-development. The company has no external venture or private equity funding disclosed, operating instead as a wholly-owned initiative within Camper's corporate structure.

Name

NNormal

Legal name

The Normal Company S.L.

Website

https://nnormal.com

Company type

Private

Founded year

2022

Operating status

Operating

Short description

NNormal designs and sells premium trail-running footwear and outdoor apparel, founded in 2022 as a joint venture between Spanish footwear maker Camper and ultra-trail athlete Kilian Jornet, sold direct-to-consumer in 50+ countries and through owned retail and specialty wholesale.

Ownership category

akta.pro rank

Product category

Outdoor Performance Footwear & Apparel

NAICS

Shoe Retailers (45821), Sporting Goods Retailers (45911), Footwear Manufacturing (3162)

SIC

Retail-Shoe Stores (5661), Sporting & Athletic Goods, Nec (3949), Footwear, (No Rubber) (3140)

akta.pro primary industry

Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI)

akta.pro secondary industries

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Trail Running & Outdoor Performance Accessories Retail (CRAMAAAH)

Keywords

• Trail running footwear
• Outdoor performance apparel
• Ultramarathon running shoes
• Hiking and trekking gear
• Sustainable outdoor equipment

Headquarters

HQ city

Palma de Mallorca

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. E-commerce Product Sales: Direct-to-consumer online sales of trail running shoes, apparel, and accessories through nnormal.com to customers in 50+ countries worldwide.
2. Physical Retail Store Sales: Sales through company-owned stores and specialty outdoor retail partners across Europe, North America, and expanding markets.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

NNormal designs, manufactures, and sells high-performance trail running footwear (Kjerag, Tomir, Cadí, Kboix franchises), outdoor apparel (jackets, t-shirts, shorts), and accessories (race vests, caps, merino socks) under its own brand. Products are developed with input from elite ultra-trail athletes and emphasize durability, performance, and sustainability. Distribution is primarily direct-to-consumer via nnormal.com, supplemented by company-owned retail stores and specialty outdoor retail partners across Europe, North America, and Asia.

Product overview

NNormal is a trail running and outdoor gear brand founded in 2022 through a partnership between mountain athlete Kilian Jornet and footwear company Camper. The company offers a unified product portfolio centered on three footwear franchises (Kjerag for max-performance racing, Tomir for versatile adventure, Kboix for experimental modular fit), complemented by apparel (race t-shirts, shorts, rain jackets), accessories (race vests, caps, merino socks), and the NNormal Training Insights membership platform. The product ecosystem emphasizes durability, sustainability (B Corp certified, 1% for the Planet member), and performance tested by elite athletes including Kilian Jornet, Dakota Jones, and other ambassadors.

Differentiator

Problem solved

Functional benefit

Products and services

• Kjerag Max-performance trail-running shoe designed for racing and high-speed training. Features Vibram LITEBASE + MEGAGRIP outsole, Matryx upper, and EExpure foam midsole. Weighs approximately 200g with 6mm drop.
• Kjerag 02 Next-generation max-performance trail-running shoe successor to the original Kjerag, featuring a patent-pending lateral lacing system (ESP202531170) that shifts foot hold from the top to the sides of the shoe, eliminating instep pressure without compromising hold.
• Tomir Comfortable, versatile, and adventure-ready trail shoe designed for protection and stability on long-distance adventures. Available in standard and waterproof Gore-Tex versions.
• Tomir 02 Gore-Tex Waterproof version of the Tomir 02 featuring a Gore-Tex membrane, designed for trail running and hiking in wet conditions while maintaining breathability and protection.
• Cadí Entry-level trail-running shoe marketed as 'Start here' for beginners, available in multiple colorways for men and women.
• Kboix Experimental, modular shoe concept with 3 interchangeable midsoles allowing runners to customize cushioning and ride characteristics for different trail conditions. Represents an innovative approach to customizable fit and performance.
• Trail Rain Jacket High-performance waterproof rain jacket using PERTEX Shield Revolve fabric with 20,000mm water column and 20,000g breathability. PFC-free, made from 100% recycled polyester, and designed for easy disassembly at end of life.
• Men's Race Shorts Lightweight slim-fit 2-layer race shorts with supportive inside liner, mountain-inspired side cut, front/back pockets, and bonded hems. Made from 88% polyamide and 12% elastane in Portugal and Tunisia. Dakota Jones endorsed.
• Race T-Shirt Lightweight running t-shirt made from 86% recycled polyester and 14% elastane, featuring nature-inspired AI-generated print designs. Made in Lithuania.
• Race Vest Breathable race vest with updated closure system, improved flask pockets with durable elastic, waterproof pocket, storage space, pole loop attachments, and breathable airmesh back layer. Made in Philippines.
• Merino Socks Temperature-regulating socks made from mulesing-free Merino wool sourced from South America, with built-in rib structure for arch and Achilles support and innovative mesh for temperature regulation. Made in Spain.
• Race Cap Lightweight performance cap with laser-cut ventilation holes for breathability, made from recycled polyester with spandex for comfortable fit. Adjustable design for all head sizes.
• NNormal Training Insights Members-only training platform providing guidance on training zones, periodization, session structures, nutrition, hydration, and recovery. Curated by Kilian Jornet and the NNormal team.

Quantifiable outcome

• Kjerag shoe tested for 1,200km with first prototype weighing only 197g
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• CampercoreStrategic or Co-development PartnerHistoric Spanish footwear company that partnered with Kilian Jornet in March 2022 to create NNormal. Camper contributes footwear expertise, innovation knowledge, shoemaking know-how, and design capabilities. CEO Miguel Fluxà leads the partnership. This is a joint venture creating a new outdoor sports brand.
• VibramcoreTechnology or IntegrationExclusive partnership for LITEBASE outsole technology. Vibram LITEBASE reduces sole weight by up to 30% through thickness reduction while maintaining Megagrip traction. Also provides resoling program for NNormal shoes.
• MatryxcoreTechnology or IntegrationSupplier of innovative upper material for Kjerag shoes. Matryx weaves individually coated polyamide and Kevlar yarns into exceptionally breathable, resistant, and durable uppers.
• PERTEXcoreTechnology or IntegrationSupplier of PERTEX Shield Revolve fabric for Trail Rain Jacket. High-performance waterproof and breathable fabric technology.
• ECAL x NNormalminorStrategic or Co-development PartnerDesign collaboration with ECAL (École cantonale d'art de Lausanne) creating exclusive photography and creative content for NNormal.
• Footprints Running FoundationminorStrategic or Co-development PartnerClimate action foundation founded by Dakota Jones. NNormal ambassador Jones cycles to races to raise funds for the foundation.
• Kilian Jornet FoundationminorOthersFoundation supported by NNormal as part of commitment to social responsibility.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• La Sportiva: Premium Italian mountain and trail running footwear brand with strong technical credibility among alpinists and ultra-runners. Comparable on premium pricing, mountain-sport credibility, and durability-led value proposition.
• On Running: Premium Swiss performance running brand aggressively expanding into trail. Comparable on premium DTC-first go-to-market, sustainability positioning, and signature midsole technology differentiation.
• Hoka: Premium performance running brand with a strong trail and ultra-running franchise. Closely comparable to NNormal on target customer (serious trail and ultra runners), premium price tier, and emphasis on lightweight cushioned midsoles.
• Salomon: One of the leaders in trail running footwear with deep race-circuit presence (UTMB, trail world championships). Directly comparable on athlete-driven marketing, trail-specific technology, and outdoor specialty retail distribution.
• Altra Running: Specialized trail and ultra-running footwear brand with foot-shape and zero-drop design philosophy. Comparable on narrow trail focus, premium DTC positioning, and pursuit of the ultra-endurance segment NNormal targets.

Broad incumbents

• Arc'teryx: Premium outdoor brand with a growing footwear franchise and strong sustainability credentials. Comparable on premium positioning, ESG credentials, and a credible expansion of an apparel brand into performance footwear.
• The North Face: Large outdoor brand with a serious trail running footwear line (Vectiv, Flight Series) and heavy race sponsorship footprint. Comparable on outdoor consumer overlap but at much broader scale and assortment.
• Brooks Running: Large established running brand with a meaningful trail and ultra offering (Cascadia, Catamount). Comparable on running-shoe core but operates at much larger scale across road, trail, and gym segments.

Emerging players

• Norda Run: Boutique Canadian ultra-trail running shoe brand built around elite athlete credibility (Killian Jornet-adjacent credibility through similar circles) and premium pricing. Most directly comparable niche competitor to NNormal at the ultra-end of the segment.
• Topo Athletic: Smaller DTC-focused trail and running brand with foot-shape design language. Comparable on specialist niche positioning, premium-but-narrow assortment, and DTC-led distribution strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCiMNUNX6ks-9ehM1FEvu4uQ
• Facebookfacebook.com/NNormal-108986554816494
• LinkedInlinkedin.com/company/nnormal
• Instagraminstagram.com/nnormal_official

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NNormal