Norwegian outdoor company Norrøna is undertaking a global search for its first dedicated hiking ambassador. The brand is inviting applicants for the opportunity to represent and help shape its future hiking products and experiences.
“Norrøna currently has 70 ambassadors, but we are missing one: a dedicated hiker,” said 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 centred on passion, authenticity and the ability to inspire others.
The selected ambassador will play an active role within Norrøna’s ambassador programme, 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.
“At its core, this is about inspiring more people to get outside,” Lien said.
“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, hiking has been at the core of Norrøna since its earliest days. Today, the brand offers a 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 August 15, 2026. Visit Norrona.com to learn more and apply.
