A dogsled adventure through the arctic wilderness
Fjällräven Polar
Ordinary people from
all over the world on an
adventure of a lifetime.
300km of arctic wilderness, more than 200 highly skilled sled dogs, a handful of expert guides and a group of ordinary people. This is Fjällräven Polar. The seed for Fjällräven Polar was planted in the early 1990s when Fjällräven founder Åke Nordin met Kenth Fjellborg, one of Sweden’s leading dog-sled drivers.
Kenth had participated in Iditarod, the world’s toughest dog sled competition through the harsh Alaskan wilderness, and this inspired Åke. For almost a decade, from 1997 to 2006, Fjällräven Polar followed the race format of the Iditarod. But in 2012, after a six-year re-grouping hiatus, Polar was back but this time the focus was not on racing, or dog-sled experts, it was for ordinary people. Taking 30-odd people, with little or no wilderness skills, into one of the world’s harshest environments, the Arctic tundra, might seem a little crazy, but Fjällräven believes that with the right support, gear and mindset the adventure was anyone’s to have.
“The more time we
spend in nature,
the more we grow
to appreciation,
love and respect it.”
Fjällräven
Info
- Client: Fenix Outdoor Group, Fjällräven AB
- Video Production: Esplendido Film & Kommunikation AB
- Photos: Nicklas Blom
For Fjällräven Polar eyesprint was appointed to handle TV & online international distribution as well as news production on site.
