John-Ruben Holtback

Q&A with John-Ruben Holtback

I’m John-Ruben Holtback, the founder of UNNA, and I recently sat down to reflect on movement, mindset, and what it really means to build something with heart.

Running has always been my reset button. A way to clear my head, come back to myself and remember what matters. Community is what fuels me, and it’s at the center of everything I do. The energy of the people around me, along with their stories and presence, is what keeps this going.

I believe in the quiet power of showing up. For yourself and for others. Sometimes, life is just about putting one foot in front of the other.

The following questions came directly from our community — from those who’ve run with us, followed along, or simply felt curious enough to ask. Whether you're here to get to know us better or just passing through, I hope you find something that resonates.

Hope you enjoy it.

overlay space — Photography: Jakob Larsson

How do you dare to start chasing a dream? What’s the first big step?

For me it started by looking inside. I wanted to build something that felt real and meaningful. I had a dream to help people feel better by moving more. I also had the skills, experience and passion to work with product and design. I put them together and voila: UNNA!

I’ve always had entrepreneurs around me, in both family and friends. I’ve also practiced meditation for many years and learned something important: there’s no fear in the present moment. I try to return to that when my mind starts worrying about the future.

What’s your brand vision? What kind of styles and products are coming?

We want to stay in the space between running and everyday wear. I really like the new striped longsleeves and wide pants. It’s a fun look in running and something I want to build on. We’ll add collars and retro details this year. This fall we also have a really big collab coming. We designed something to wear over your UNNA socks. *blink blink*

How do you want people to feel in UNNA?

Cool and comfy even if you’re all sweaty :)

Has running changed for you over time? Does it still help?

Running helped me start feeling better. I had sleep problems and anxiety for years. It gave me a new direction. Now mindset and mindfulness help just as much. Running all the time isn’t as necessary for me today, but it’s still an important part of my life to feel good.

What were the early days of UNNA like and what is the dream for UNNA and for you?

Tough. Lots of mistakes and learning. But every time I felt like giving up, I asked myself what else I’d rather do. I always came back to the same answer — there’s actually nothing I’d rather do than UNNA.

The big dream is to inspire more people to move and feel better. In the future, I also want to create clubhouses and digital spaces where people can connect around running, mental health, and other things in the UNNA cultural world like music or books.

Places you’d like to visit and why, also do you want to take the run club international? Like Amsterdam?

I really want to go to Korea and Japan. Their respectful culture stands out. It’s something I miss in general when moving through big Western cities in Europe.Yes, I want to bring The Smiles Club to new places. The plan is to start working with ambassadors globally soon. I want more people to connect through our community and values. About Amsterdam, something might actually happen there in a few weeks.