Name: Fredrik Ekström
Company: Above the Clouds & Scandinavian Mind
Above The Clouds: Founder, Brand Strategist and Consumer Insight Specialist. Creator of two annual insight reports, The NXT Outdoor Consumer Report and The NXT Sustainable Consumer Report. Based on 2500 nordic respondents.
Scandinavian MIND: Editor-at-Large Outdoor & Sustainability
Founder of: Explorers Run Club Trailfulness running Chamonix, and Freelance Strategy Days, ski touring and freelance network co-creation in Engelberg.
Country: Sweden
Favorite outdoor activities:
By far my greatest passion is mountain trail runnig, long slow distances, not to win any race, but rather as explorative journeys with a mix of running and mindfulness – Trailfulness. That is also the focus of the Explorers Running Club. However, I just love to be outdoors and I always have a lot of activities as ongoing projects and trips, it’s a lot of hiking, climbing, back country skiing and ski touring. Probably the usual mix of adrenalin and connecting with nature.
What’s your main contribution of being in the Jury do you think?
My main contribution is probably the deep knowledge I have in outdoor consumer behavior, outdoor trends and lifestyle context, linked to branding, products and sustainability, but also how this could merge into more of a lifestyle usage and place the products in a wider context, that is increasingly important for outdoor brands today when entering new markets or addressing new consumer groups.