The summit is just the beginning: Kilian Jornet's journey

In 2022, Kilian Jornet, a multi-time world champion in mountain sports, decided not to renew his sponsorship contract with sports apparel and equipment brand Salomon, opting instead to launch his own brand.

At the age of 35, Kilian had already won multiple world championships, summited the world’s most iconic peaks, climbed Everest without supplemental oxygen, and reinvented the way people moved in the mountains. He had become a globally recognized figure in a niche sport that rarely produced icons. But the leap he was considering would take him far from the well-trodden path. Founding his own brand meant competing with giants such as Patagonia, The North Face, and Arc’teryx.
For Kilian, it was an opportunity to build his own venture and extend his legacy beyond his competitive career. But he also knew that most brands founded by athletes had short lives. Their success typically depended on their founders’ performance, and few survived long after their retirement.

The case traces Kilian Jornet’s career, examining the values, decisions, and lessons that brought him to the top of his sport. It explores everything from his creation of projects outside of official competitions, which have made him a globally recognized figure, to his approach to assessing and managing risk in demanding activities such as climbing the world’s highest peaks.

The case concludes by setting out the key decisions Kilian and his team must make to launch their new sportswear brand: defining the target market, choosing distribution channels, structuring the relationship with their manufacturing partner, and even deciding on the brand name.

If there is one thing Kilian is sure of, it is that his values must shape the new venture. How can he ensure that his brand grows and endures? And how can he do so in a way that is consistent with his commitment to simplicity, sustainability, and connection with nature?