MOVV have teamed up with Ben Malcolm of independent sales agency Peak Friction to bring an awesome new Scandinavian running shoe brand to the specialist running market in the UK.

Founder Nikolai Christensen , formerly product VP at both Keen and Echo, has worked closely with athletes and independent running speciality retailers in Europe to develop the first shoes for the brand, the neutral trainer and race shoe, Nostara, coming in April ’25.

“Although MOVV products won’t officially launch until April, we’re excited to take you behind the scenes of our journey — from concept to creation. It’s a story of innovation, collaboration, and relentless dedication.

Our first prototype? Let’s just say it wasn’t perfect. But with the expertise of the Kaiser Sport & Ortopædi (KSO) and Runners’ lab – Belgium , we worked tirelessly to refine and improve. Together, we’ve crafted a neutral running shoe that stands strong in today’s market, blending performance with design in a way that’s truly exciting. Stay tuned — the best is yet to come! “

For more info on MOVV and to be part of bringing a great new independent speciality running brand to the UK market please contact Ben@peakfriction.com / 07809314562.

Check out the MOVV RIA Member profile here  .