ICANIWILL launches new cardio collection and takes it to the streets

Swedish sportswear brand ICANIWILL (ICIW) is releasing its dedicated running collection Mirage on April 7. The series is back with new styles and updated favourites - and to mark the launch, ICIW is taking it to the streets. The brand is hosting community run clubs with local gym partners across its key markets and expanding its partnership with Joe & The Juice to bring runners together across the Nordic capitals and Amsterdam.

After reinforcing its gym-training roots earlier this year with the updated Stride and Define collections, ICIW is now turning its attention to cardio. The Mirage drop builds on the hype of previous cardio releases, introducing new styles alongside updated versions of already-loved favourites - cementing it as one of the brand’s most anticipated series. Spanning both women's and men's styles, Mirage is engineered for moisture transport, freedom of movement, and a sharp, contemporary aesthetic. 

Mirage expands our running assortment with pieces designed for performance and comfort, featuring mid- to high-support sports bras, lightweight, second-skin materials, and thoughtful construction that moves with you. Clean finishes and carefully placed seams reduce chafing, while moisture-wicking fabrics keep you cool and focused on every run, says Saara Paananen, Head of Design at ICIW.

The launch extends beyond the product. ICIW is hosting community run clubs with local gym partners across its focus markets, and partnering with Joe & The Juice for dedicated run club events in Oslo, Helsinki, Copenhagen, and Amsterdam - each followed by a social gathering at local Joe & The Juice stores. The concept builds on last year’s Stockholm event, where over 300 participants came together, and now expands across the Nordics and into the Netherlands. Chief Marketing Officer Ebba Lange explains the thinking behind it:

Community has always been at the core of ICIW. Our run clubs are how we bring that to life locally, and partnering with Joe & The Juice allows us to scale that energy across markets. The Nordics are our home ground, and the running culture here is stronger than ever. We’ve quickly established a strong foothold in the Dutch running and training community and look forward to strengthening our presence and connecting with our engaged Dutch community.

The Mirage collection launches on April 7, 2026, at icaniwill.com, in ICIW's own stores, and through selected retailers. More information about the activities can be found on ICIW's social media. Run club dates: 

ICIW Running Collective

• Stockholm (x Ignite Training Hub): April 7 - followed by a weekly ongoing series
• Oslo (x Crew): April 11 - followed by a weekly ongoing series
• Göteborg (x Göteborg Running Club): April 28

ICIW x Joe & The Juice Run Club

• Helsinki: April 12
• Oslo: May 24
• Amsterdam: June 14

 

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