Building on the success of virtual Fjällräven Classic events in Germany and Denmark, Fjällräven will live stream all of its legendary long-distance treks online this summer: China starts on the 30th of July at 7.00 CET; Sweden on the 7th of August at 16.00 CET; the UK on the 27th of 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.
Solving problems to real world challenges has always been a part of Fjällräven’s DNA. And when, with sadness, it had to cancel this year’s Fjällräven Classic community trekking events, it came up with an ingenious solution: to take 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. You can find out more about the Fjällräven Classic concept and the newly launched Fjällräven Classic TV here.
Fjällräven Classic Germany was the first to be streamed live. It proved to be a real winner, with over 8,000 people tuning into the virtual trek, watching for an average of 15 minutes – some even delving into 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.
“Our longing for nature hasn’t changed during the Covid-19 pandemic. In fact, it’s probably become stronger,” says Andreas Cederlund, Head of Brand Experience at Fjällräven. “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 Chinese edition – along with events in Germany, the UK and South Korea – was part of a new cohort of Classic treks Fjällräven had planned to launch this year. The spectacular three-day trek takes place above 3,000 metres and the remote wildness is breathtaking.
Fjällräven Classic Sweden is the original and longest. This is where the concept took shape back in 2005. It introduced the world to the Swedish way of trekking – carrying everything you need in your backpack. It’s 110km and offers the freedom to choose where and when you make camp.
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 convivial spirit that makes Fjällräven Classic so special.