Building on the success of virtual Fjällräven Classic events in Germany and Denmark, Fjällräven has been live streaming all of its legendary long-distance treks online this summer. It started in China last month and featured Sweden last week. The UK is featured on the 27 August at 12.00 CET and the US event is scheduled for early September. All dates are, of course, subject to Covid-19-related restrictions and safety measures.
When it had to cancel this year’s Fjällräven Classic community trekking events, it came up with the ingenious solution of taking them virtual. A member of the Fjällräven Event team walks each route, streaming it live in its entirety in real time, allowing viewers to trek from their living rooms and laptops.
Fjällräven Classic Germany was the first to be streamed live. It proved to be popular with over 8000 people tuning into the virtual trek, watching for an average of 15 minutes – some even explored the entire livestream spread over three days. The Danish event followed, also with high viewing numbers and a total watch time of 1,200 hours. If you missed the live feed, you can catch up on all the action on Fjällräven’s YouTube channel.
Andreas Cederlund, Head of Brand Experience at Fjällräven, said, “Our longing for nature hasn’t changed during the Covid-19 pandemic. In fact, it’s probably become stronger. It’s great to see so many people tuning in and enjoying the beautiful landscapes of the Fjällräven Classic events all over the world.”
The 60km UK edition runs right through the heart of the Cairngorms National Park. The landscape is rugged, dramatic and varied with the addition of the odd bothy and castle. Fjällräven Classic USA is another high-altitude trek with some testing steep sections. Spread over three days and with designated camping spots, there’s plenty of opportunity to share in the spirit that has made Fjällräven Classic so special.
The live steams will be hosted on the Fjällräven Classic website.