United States
NNormal is a Spain-based performance outdoor brand co-founded by Kílian Jornet, the Catalan ultramarathon runner and alpinist widely regarded as one of the defining competitive voices in trail running and mountain sport.
Total Followers +1.2%
307K
Across Instagram, YouTube
Primary Platform
292K followers · 95% of audience
Engagement
2.4%
vs. 1.5% category median
Sponsorship Tier
Mid
Est. $4.4K–$10K / IG post
Treeline Review highlighted NNormal's durability-first footwear construction at the annual Pacific Crest Trail Days gear expo, praising its stitched (not glued) soles and TPU uppers as a notable innovation for thru-hikers.
Starting with the 2025 season, selected NNormal products feature GORE-TEX materials, marking a key milestone for both brands united by a focus on durability and environmental responsibility.
ECAL teamed up with NNormal for a unique project blending visual exploration with pushing physical and creative boundaries — consistent with the brand's 'States of Elevation' content series.
The brand entered the Chinese market via the Golden Coast Trail Race in Wenling, Zhejiang, with products listed on TMALL and carried by PB Sport in Shanghai as the authorised distributor.
Three years after launch, NNormal has expanded into technical apparel for men and women and is distributed by over 1,000 retailers worldwide, primarily in specialty running and mountain stores.
| Window | YouTube | Combined | ||
|---|---|---|---|---|
| Last 7 days | +758 +0.3% | -99 -0.7% | +0 +0.0% | +659 |
| Last 30 days | +4K +1.3% | +0 +0.0% | +0 +0.0% | +4K |
| Last 90 days | +12K +4.3% | +410 +2.7% | +0 +0.0% | +13K |
| Last 365 days | +12K +4.3% | +410 +2.7% | +0 +0.0% | +13K |
Daily follower snapshots from CreatorDB's longitudinal index.
NNormal is a Spain-based performance outdoor brand co-founded by Kílian Jornet, the Catalan ultramarathon runner and alpinist widely regarded as one of the defining competitive voices in trail running and mountain sport. Launched in 2022, the brand was built around a dual mandate: deliver high-performance footwear and apparel capable of withstanding elite mountain environments, while embedding a genuine environmental ethic — summarised in the tagline #YourPathNoTrace — into every product and piece of communication. The name itself is a quiet manifesto, suggesting that moving through wild terrain should be something ordinary, accessible, and low-impact. Their product line centres on trail running shoes and technical apparel, with a Gore-Tex partnership signalling the brand's commitment to serious, weather-capable kit rather than lifestyle aesthetics.
nnormal_Official reaches an audience concentrated in ESP primarily through Instagram, and is best activated via long-form YouTube integrations, Instagram Reels and Stories. Their sponsorship history skews toward Outdoor / Performance Materials, a clear signal of fit for brands in those categories. Demonstrated partners include Gore-Tex. Engagement on Instagram runs around 2.6%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of long-form YouTube integrations and Instagram Reels and Stories lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows fitness content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For ESP-focused brands in Outdoor / Performance Materials and related categories, nnormal_Official offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at @nnormal_Official's tier (Mid, 307K combined followers, United States). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
NNormal was co-founded by legendary ultramarathon runner and mountaineer Kilian Jornet, which is why trail running performance sits at the absolute core of everything the brand produces. The Spanish brand launched with a mission to create technical outdoor gear that simultaneously champions respect for the natural environments athletes compete in.
#YourPathNoTrace is NNormal's guiding sustainability philosophy — a call for outdoor athletes to move through nature without leaving a negative impact on it. It appears across all of NNormal's marketing and product messaging, reflecting the brand's belief that high performance and environmental responsibility are not in conflict.
Yes, NNormal incorporates Gore-Tex technology in their product lineup, as confirmed by the brand's regular use of the official #goretex hashtag in their content. Gore-Tex provides the waterproofing and breathability that trail runners and mountain athletes need when conditions change fast.
States of Elevation is a documentary-style content series produced by NNormal that blends trail running culture with creative storytelling and behind-the-lens filmmaking. The series goes well beyond product promotion, exploring the mindset and craft of people who live and create in the outdoor world.
NNormal's For Women By Women program, highlighted under their #forwomenbywomen hashtag, focuses on designing gear with and for female outdoor athletes rather than defaulting to scaled-down men's designs. It reflects a deliberate push toward better representation and performance-driven women's product development within the trail running and outdoor space.
Yes — NNormal has been connected to the Western States 100, one of the most prestigious 100-mile trail ultramarathons in the world, appearing in the brand's official hashtags and content. Given that co-founder Kilian Jornet is one of the most celebrated ultramarathon athletes in history, NNormal's presence at elite races like Western States is central to the brand's credibility.
NNormal Presents is a branded content series that spotlights athletes, explorers, musicians, and creative voices connected to the outdoor world — past episodes have featured explorer Helen Fang and the music project Ghost in the Loop. The series is NNormal's way of building a cultural identity around trail running and mountain life rather than simply promoting footwear.
While NNormal's roots are firmly in elite trail running performance — shaped by Kilian Jornet's own racing career — the brand's stated mission is "inspiring people to enjoy and respect nature," which signals an intention to speak to a broader outdoor audience. Their content mix of athlete films, explorer profiles, and lifestyle posts reflects a community that ranges from competitive racers to everyday trail enthusiasts.
NNormal is a Spanish brand, which puts it in the heart of European mountain culture and trail running tradition. The Spanish origins are fitting given that co-founder Kilian Jornet grew up in the Pyrenees mountains and has spent his career racing on European and global high-altitude terrain.
NNormal specializes in trail running and outdoor footwear engineered for mountain terrain — their own tagline, "Made to move. Made to last.", captures the dual focus on athletic performance and product longevity. Sustainability considerations run alongside technical specs in their design process, in keeping with the brand's broader #YourPathNoTrace ethos.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@nnormal_official · Instagram
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