Back to all work by Grey Gothenburg
See all our work
Outnorth 180BPM

Outnorth 180BPM


Launching a new brand of outdoor sportswear, the leading online retailer in Scandinavia, Outnorth, collaborated with the two times Olympic gold medalist Marcus Hellner.

180bpm by M.Hellner is a stark contrast to the Instagram friendly, overly modified depiction of exercise. As so eloquently phrased by its originator: ”exercise sucks”. The brand encourages its audience to get gritty, highlighting the unmistakable pros of running from comfortable.

While getting out of your sofa is completely up to you, these are the products making it easier to get where you’re going. Garments that don’t give a damn, whenever you do.