THANK YOU FOR A FUN WEEK, ALEX ZONO !
September, '25 — CPH HALF WEEK
My first introduction to Alex Zono was a trucker cap. For running.
Our COO, Rasmus, had worn it on for a run before work. A trucker cap with “I Dig Running” embroidered across the front. My first thought? Why has nobody else done that before? And that’s also how our relationship with Alex started. Rasmus had seen it online and wrote to Alex, “Your hats are cool, do you sell them?”, and we’ve collaborated with him since.
Fast forward to now. We’ve opened a new store in Copenhagen with a big activation space - it felt obvious to invite Alex to take it over. His label is already much more than just a hat. To communicate the idea of a “Copenhagen takeover,” we decided on a running interview, which quickly just became a running conversation instead. In my head, the idea was perfect, until I got injured…
SUNDAY THE 7TH - ONE WEEK BEFORE CPH HALF
We met up on the Sunday before the CPH Half to film the video, and meeting Alex in-person for the first time instead of online was great - he’s even more fun and cool than his namesake label, which says a lot. Victor and I caught the train around 11 am, both hungover from Sofie Liv's late Summer party the night before. ’Twas too much fun, but the throbbing headaches both of us had the morning after? Not so much. Without saying anything, we agreed on radio silence the whole train ride, once or twice rolling our eyes at the typical annoying fellow passengers, who thought we were just as annoying as they were.
It was a Hail Mary: a running interview with a runner who couldn’t run or interview, and a cameraman having trouble keeping his eyes open. But meeting up with Alex, energy and life came back to us. Marie ( our CPH store manager )’s husband, John, was Victor's designated driver — pedaling a cargo bike with no electric motor, only John’s horsepower. I assure you, he had plenty ! I tried pedaling it myself with Victor as cargo, and we didn’t move. At all. Thanks, John !!
Post filming, Victor was editing the video while Alex and I set up the in-store installation — the inflatable dog that digs running ( now named Fido ), and the exclusive product we made with Alex. The rest of the week was a cruise, and on Saturday, Alex was in-store slinging coffee around like crazy for everyone who came by. Talk of the town that Saturday, dishing out autographs and pictures left and right - what a guy, what a week ! And as the cherry on top, he finished with a new PB for the Half in the pouring rain.
Alex, thank you for a fun week — Til’ next time !
T-shirts, vests, shorts, a running belt, socks and a race-day bag — what more could you need ?
