runBADEN
And since we both think alike, it didn't just remain a spontaneous idea.
We brainstormed for a few minutes, came up with a name and immediately opened an Instagram profile.
We followed Café PAME and less than two minutes later, we received a message:
‘Hey, cool idea! Come and visit us sometime.’
Within 24 hours of the initial idea, we were already sitting at their table discussing a possible collaboration.
Everything was finalised on the same day.
Shortly afterwards, we did our first shoot, a running shoot: people, movement, energy. Exactly what we wanted to feel before anyone even knew what runBADEN was.
Then we started.
We posted.
And everything went faster than we thought.
04
When I returned to Switzerland from Sweden in the summer of 2025, I met up with Jamie Kroll, one of my closest friends and former co-founder of keyvisuals.ch. We sat down for a coffee, caught up after months apart, and talked about Hong Kong, Umeå, projects, sports, and life in between.
Jamie had just finished an internship in Hong Kong, where he had experienced the dynamics of a large running club. Between two sips of coffee, he suddenly said something that set everything in motion:
"We have to start a running club."
A few days later, we were facing our first official run.
We had no idea whether five or ten people would show up.
But suddenly there were 45 people standing in front of us, motivated, curious, ready to run. It was completely surreal for both of us.
From then on, runBADEN developed almost by itself.
Week after week, the community continued to grow, and today 50 to 60 runners meet regularly for a social run.
I photograph every run, capture moments, tell stories, document the energy that arises between people when sport brings them together.
We have now built up a strong local community, reach thousands online every week, and even get to work with brands such as Vitamin Well.
And it all started with a coffee and a spontaneous idea.