Juulia Jämsä

In recent years, running has transformed into a global and social movement, where urban running communities are redefining the sport. Inspired by this shift,Lightspeed Lifestyleexplores the development of running culture in Finland, and how it could be developed inclusive, encouraging and fun. Lightspeed Lifestyle is a branding and concept creation process of Juoksut Run Club, founded in 2023, that has been ever growing its popularity as a sports community and a creative platform. This work investigates how visual identity and apparel can strengthen belonging and drive cultural change within a sport. The design process was grounded in co-creation, visual experimentation, and fieldwork from within the running community. This is a process that will keep developing with a team of creatives and athletes.