#WhyWeRun – a new chapter
Like the Wind was launched with a mission; to explore why we run and get to the heart of what draws each of us to put one foot in front of another. Through the stories we’ve published over 21 editions, it is clear that why someone runs is almost as unique to them as their fingerprints.
So when Vancouver-based activewear and running apparel brand lululemon said they were interested in a collaboration, we were intrigued. What we found out is that lululemon believes that everyone can get active through what they call the sweatlife. Whether getting active is in the gym, in a yoga studio or out running, lululemon believes we all have our own reasons. So it was obvious straight away that this would be a great partnership.
Co-instigator of the project together with Kate McLennan (Global Editorial Manager), Bronwen Foster-Butler (Brand and Digital Manager, Europe) says
“The way we see it, running is a great way to get your sweat on, and it’s also a medium. It’s a way to meet new people and to spend time with friends. It’s a way to get into your thoughts for a while or to escape them. It’s a way to see new places, or see familiar places in a new way. It’s a way to crush personal goals. And this is perfectly in sync with the Like The Wind ethos of exploring all the reasons why people run.”
Introducing: Running Threads
To kick off our collaboration, we have co-created Running Thread, a Like the Wind-inspired smaller format magazine that focuses on running in one of the most vibrant and exciting cities in the world: London.
We start with RunDemCrew founder Charlie Dark, who rants about the lack of diverse role models when it comes to running inspiration – or ‘you can’t be what you can’t see’. Then Danielle Mustarde describes how joining a LGBT running group in London, after she arrived fresh from the north of England, helped her integrate into the city.
We also hear from David Gardiner, who left London on a year-long voyage around the world, hosted along the way by runners he’s met through the global community of running crews. Plus Samantha Gash, Australian runner and activist, explains how she uses her running to raise awareness of important issues. And the visionaries behind Aire Libre show how running is a way for people to connect to places and people.
And finally, we have the chance to meet Alicia, Calvin and Mike – some of the people behind lululemon. Each has their own story of what running means to them and how they are able to express that through their work at the Store Support Centres in Vancouver and Toronto.
Inspiring Stories, Beautifully Packaged
The LtW x lululemon special edition has all the hallmarks of a Link the Wind magazine: beautifully designed and illustrated, it comes with an embossed cover on thick, sustainable matte paper. The cover art – the first fold out cover we have created – was illustrated by French illustrator and runner Aurore Carric to reflect the dynamism of London, its diversity and colourfulness and the energy that running in the city creates. As a passionate runner and artist, Aurore is a long-term Like the Wind contributor; she was notably behind our best-selling art print, the fantastic UTMB map that graced the cover of our issue #6.
And for the launch event we produced a very limited run of hand stitched and individually numbered copies.
Long-term supporters of the magazine and previous LtW event attendees mingled with lululemon community members as well as guests from Run Dem Crew for a celebration of the new running title. We heard from Diva editor and LtW contributor Danielle Mustarde about how LGBTQ running groups helped her integrate when she first moved to London, and about the rich LQBTQ running culture. We heard about the work of The Running Charity by its co-founder Alex Eagle. We had a first-hand account of a life changed by the charity’s work when charismatic and inspiring Steven Oltay told his own story of homelessness and hope. And Run Dem Crew founder Charlie Dark spoke up about our duty to make running feel more inclusive to ‘non-running types’.
Watch the movie that the lululemon team put together on the night.
How to get your hands on Running Threads?
Read about all those topics in Running Threads, vol. 1, which will be shipped free of charge with every Like the Wind order placed from November 22nd 2019.
With our sincere thanks to Kate, Brenda, Jenny, Bronwen, Alys, Paula, Laura and everyone at lululemon who helped make this collab happen.