Norrøna Launches Global Search for Its First-Ever Hiking Ambassador

April 22, 2026

The Norwegian outdoor brand invites passionate hikers worldwide to apply for its ambassador team

OSLO, Norway (April 22, 2026) /OUTDOOR SPORTSWIRE/ – Norrøna, the family-owned Norwegian outdoor brand, announces a global search for its first-ever dedicated hiking ambassador. The heritage brand is inviting applicants from around the world to apply for the opportunity to represent and help shape Norrøna’s future hiking products and experiences.

“Norrøna currently has 70 ambassadors, but we are missing one: a dedicated hiker,” says Martin Lien, chief commercial officer at Norrøna. “We are looking for a passionate individual who truly lives and breathes hiking and will inspire others to explore both everyday trails and bigger adventures.”

While Norrøna has collaborated with notable hikers throughout its history, the brand sees an opportunity to more clearly represent hiking as both a category and a mindset within its ambassador team. Rather than focusing on extreme achievements, the search is centered on passion, authenticity and the ability to inspire others.

The selected ambassador will play an active role within Norrøna’s ambassador program, contributing to product development, participating in field testing and serving as a global voice for the hiking category. This position is not a full-time role and is open to applicants regardless of profession and background. The global campaign launches today across international digital platforms, retail stores and brand channels, reflecting Norrøna’s ambition to find the right ambassador from anywhere in the world.

“At its core, this is about inspiring more people to get outside,” Lien shares. “If we can find someone who reflects that spirit and helps others discover the value of time in nature, then we’ve succeeded.”

Founded in 1929 and still owned and operated by the Jørgensen family today, hiking has been at the core of Norrøna since its earliest days. Today, the brand offers a comprehensive range of hiking products designed for all conditions and terrains, including apparel and backpacks. The company also offers curated, guided hiking experiences across the globe through Norrøna Adventure.

Applicants can submit their own candidacy or nominate someone they believe embodies the spirit of hiking by the August 15, 2026. Visit Norrona.com to learn more and apply.

For media inquiries about Norrøna, please contact senior account manager Corinne Baud at corinne.baud@rygr.us.

###

About Norrøna: In 1929, Jørgen Jørgensen, a Norwegian outdoor enthusiast, began his search for durable outdoor equipment to perform in Norway´s harsh and rugged land. Starting with simple innovations such as leather straps, canvas backpacks and cotton clothing, he set Norrøna’s direction: To search for the best in technical advancements and to create the ultimate performance products. Today, four generations later, Norrøna is still a family-owned and run company and a leader in the growing market of sustainable sportswear. www.norrona.com