Juulia Jämsä
(MA)
LIFESPEED LIFESTYLE
This work studies branding and concept creation through textile design. Lightspeed Lifestyle is a concept for a running community, Juoksut, founded in 2023 by siblings Juulia and Jaakko Jämsä. It is about creating an inclusive culture in running, hosting weekly runs, currently for hundreds of people weekly, by a team of 15 leaders. Lifespeed Lifestyle is a team effort. The success of Juoksut is due to its visual and brand identity. Textile design, merchandising and social media enhance the unity in running.
COLLABORATION
Visual identity, brand and content: Jusa Annevirta, Henrik Aikio, Emma Tahvanainen and Justus Arvelin
ADVISORS
Markus Joutsela, Maarit Salolainen
SUPERVISOR
Maarit Salolainen
(IG)
@ jamsa.j
@ juoksut
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 Lifestyle explores 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.
