Photo by Jon Hjelholt, found on Julie's IG

Dear Hyld, you are one of the most trendsetting people in the space of running and certainly in Copenhagen. Can you explain to me what you do exactly, in a practical perspectives?

Hey Rasmus, thank you so much for the very flattering words. When asking what I do, I guess you refer to my work, which understandably can be a tricky thing to explain, but let me try my best. I work with branding and creative direction in the field of sports or well-being. We do some PR related work around ambassadors, strategy in terms of being relevant, creative directions and art direction and then a little production. But I am sure it can all be categorized as branding in some way.

How is Copenhagen to work in in the space of branding? How do you see the events and branding going on beyond your field? Are we in as good a place creatively as financially in Copenhagen regarding events and opportunities for runners?

For runners, I guess it's a two-headed horse; for elites, it's a financially tricky situation unless you are one of the best in the world, but in terms of branding, you can sign good deals if you are a creative content creator.. so there are possibilities that weren't there before, but also limitations that arent always "fair". For my branding work with running, I think Copenhagen offers a lot of creativity from different brands and clubs, which only strengthens the branding. Nothing is as good as competition. I believe that if we navigate with our values and beliefs at heart, it's a good long-term plan that is also believable. Lastly, regarding branding in Denmark..behind branding is always sales, and sales in Denmark are small compared to other countries; I mean, our whole country is like the same size as a small town in China. So for some brands, it simply doesn't feel necessary to focus on Denmark. I would love to try and prove them wrong, since I believe that we are somewhat opinion leaders, but its rarely my call, haha.

Do you mostly find inspiration from others in the same field or from across arts?

From both for sure. I find inspiration in anything from my daily runs, from people in the field, and from other arts. Mostly, I find inspiration from conversations with my boyfriend Jon and myself. We are pretty good at discussing what we think works, what doesn't work, why we are drawn towards certain things, etc. I think it's important that you, as a creative try to understand what's behind your reasons, so it doesn't become hollow.

What is the most important aspect of portraying running through your lens of artistry?

I am dead tired of the word 'authentic', so I will try not to use this word.. I would say that if it offers a feeling that feels genuine or creates a feeling. If I can show something, where the ones looking at the image can recognize the feeling, I am very happy. The other direction is offering some creative touch, which hopefully will evoke an interest. But I have to mention that I not always get the freedom to have total creativity, I more or less always have a shotlist to direct around.

You know it's one of my points of interest with supports for elite runners in a field where a lot of money is flowing and free stuff being sent the way of "micro influencers" in the space.

The very boring answer is that it's very much out of my hands. All brands categorize their budgets the year before, and even if its the same company, usually isn't just moveable. For Denmark, an elite would most likely get their contract through a nordic office working with their specific budget just for the nordics, that already got their budget from global. What sports marketing is getting, can't just be moved to branding and vice versa. I can try to answer in the best possible way, how i do giftings; which is that it has to feel real and relevant, otherwise it doesn't make a lot of sense. I would be in a sort of problem, if I started gifting a lot of no-contrast upcoming elite runners, that first of all dont post anything about the shoes, and even worse, end up competing in another brand. It might seem very easy for me to order some shoes for gifting, but it comes with responsibily and a constant evaluation if it makes or made sense. Regarding the concept of micro infuencers..I dont know if I would call it unfair, but there's a new demand if you want to stay interesting or become interesting (in terms of being sponsored). If you consider Prefontaine (sorry adidas), he was a really good runner, but he wasnt the best of all time. He was really good at branding and being the face of Nike with his rebel attitude. I dont think branding is new to the sport, the only news is, that you can gain your awareness through social media, and some creators are really good at this.

What do you enjoy the most about Copenhagen?

Accessibility and trust, I guess. Generally, i trust the people around me and i dont consider that being very naive. Yes, i might have had a bike and some lights stolen, but you can also go on a run and run by the prime minister going for a walk. I feel very safe, which I only realized was a thing after I had lived in the states. And accessibility because, wow its easy to run and bike and do sports here.. unless you do trail running, then you're fucked.

How does an average weekday in the city look like for you? Where do you spend your time when not at home or work?

At home? Honestly what do people do? I can tell you that i don't party, so dont find me anywhere in a club. I watch movies, play music, if I'm good i am reading. I run with Jon or my friends at TTTT. Sometimes we go to the countryside and run. I travel quite a lot with my job, and to be honest, I love being home.

What is the best thing about the city you get reminded about whenever you travel to other places?

I personally love how small the city is. Its so easy to get around on your bike, by feet or however you want to transport yourself (as long as its not scooters/løbehjul).

You train with TTTT, a training group established recently and currently supported by adidas. It seems like a tightknit group of great friends. How would you describe the group, how does it make you thrive as a runner?

what i missed from NBRO running (where i used to run), was having a weekly schedule. I loved that i didnt have to debate every week, if I should do this or that... and thats what TTTT gives me, amongst other things. I know that I have to do tempo on tuesdays and drills on thursdays.. no debate. Routines >>>> Besides that, its people I really like and I am super happy to see my friends on a weekly basis and suffer a little with them.

What should I see visiting CPH for the first time?

If you are a runner, i recommend running Amager Fælled and Kniven* (on a tuesday or wednesday). I think its amazing that we have such a vast nature close to the city, and I think Kniven is CRAZY tuesdays and wednesdays at around 18.00/6pm.

*Ask Rasmus what Kniven is for reference

Which meal or restaurant should I not miss?

Baka d'busk, i love this restaurant. Its crazy and fun. And then of course, you can't really go to Copenhagen and not have baked goods? Maybe you stop by Adibakery by Skipper Bakery while you are here for the half ;)

What should I do after the race sunday?

Hydrate and meet up with your friends. We have rented Brasseri Post as a hang out spot, everyone is welcome to drop by and have something to drink and eat.

Where should I hang out?

If the weather is good, near the water. The water is clean which is a luxury.

What do you hope to see for cph half next year?

Next year is the World Championship, so I hope to see a lot of crazy activations that goes beyond the previous happenings.