“Running long rather than running fast.”

At the MOVV press briefing held on the 10th at the runner community cafe JustRunIt near the Han River in Seoul, the message the brand put forward was clear. It is focusing on creating an environment where people can run for a long time without injury rather than competing over records.

Originating in Denmark, MOVV is a running-shoe brand that launched one year ago. Its founder and CEO, Nikolai Christensen, who succeeded in launching the brand in 12 countries in a short time, chose Korea that day as the first country for entry into the Asian market and as a key base.

“Korea is not simply a country with a large market; it is a place where a healthy running culture aimed at improving ability is established. We determined that it can serve as the center and the gateway of the Asian running market.”

In Korea, the running population has been growing rapidly, while interest in better records, injury prevention, and systematic training is also rising. Christensen explained that this culture aligns with the direction MOVV pursues.

MOVV's product development process also differs from that of typical sports brands. The brand developed products by analyzing real runner data in collaboration with biomechanics specialists Kaiser Sport & Ortopædi and Runners’ Lab. Its running shoes were designed based on the analysis of foot-shape data from more than one million people. In particular, it paid attention to a roomier forefoot and fit with the Korean market in mind.

The core strength MOVV emphasizes is ‘durability’ over ‘lightness.’

Christensen said, “Although competition over ever-lighter shoes has intensified recently, we place importance on durability that allows up to 1,400 km on a single pair,” adding, “We designed them so that runners can use them stably for a long time rather than replacing shoes frequently.”

He also said, “We want to help runners go longer without injuries,” and added, “In running, sustainability matters more than short-term outcomes.”

Environmental considerations were also reflected in the development process. MOVV applies an approach that reduces the use of fossil-fuel-based materials by making about 50% of the midsole compound from corn-based raw materials. At the event, the neutral cushioning running shoe Nostara and the support running shoe Solara were unveiled, along with the super-trainer running shoe TEMPARA, scheduled for release in 2027.

Inspired by the ‘Blue Hour’the time just before sunset when the Scandinavian sky turns blueMOVV operates the ‘Blue Hour Run Club.’ It is a social run program that values the joy of running together and a healthy running culture over competition on records, and it naturally shares the brand philosophy. MOVV plans to present this community-centered running culture in Korea as well.