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This weekend, Copenhagen is all about running with the CPH Half Marathon – and who better to talk to than the Danish frontrunners in running apparel, Copenhagen-based SAYSKY. Sales are booming in Denmark, and the brand has truly broken through internationally.

In Japan alone, they are represented in more than 90 stores, with an even stronger presence in Germany and the UK. Most recently, they have seen success with a global collaboration with PUMA.

Behind the company is Lars C. Pedersen, founding CEO of SAYSKY – we sat down with him one afternoon in Copenhagen.

Lars C. Pedersen, founding CEO at SAYSKY

Lars, we’re heading into a major Copenhagen event: the CPH Half Marathon. Let’s start there – how do you see the running culture in Copenhagen and Denmark right now?

“Over the past 15–20 years, Denmark has built a strong running culture, and in Copenhagen especially, the last 4–5 years have given it a life of its own with running clubs and great communities. I’ll be running CPH Half myself, and I’m really looking forward to it – there’s always something special about having such a strong home base, where you know so many people along the course.

Copenhagen is right at the top of the ‘sub-tier’ races just below the world’s biggest ones. The city’s size creates both a natural limitation and a unique intimacy. You’ll find people cheering along the entire route – which is not the norm for races – and that gives it a very special extra dimension.

Copenhagen is known for quality in general, and this race – together with the city’s broader running culture – is absolutely part of that story, something we can really be proud of as Copenhageners.”

What does it mean for SAYSKY to have such a big event happening in the city?

“You always want to perform well on your home turf – and Copenhagen is ours. For SAYSKY, CPH Half means a lot. It’s a chance to showcase ourselves to the many runners from all over the world who come to the city. The fact that it’s such a high-quality event strengthens the culture, the sense of community, and puts Copenhagen on the global running map.

But it’s not just about us – we also want to contribute to the atmosphere and community. On Saturday we’re hosting our own social run, which already has close to 200 sign-ups. So come join us, even if you’re not running the half marathon.”

You founded SAYSKY 12 years ago. It’s a big question, but can you put a few words on your own journey?

“It’s a good and important question, because we’ve built so much along the way – but without ever losing ourselves in the process. Our journey has been organic, where we’ve consistently added new layers rather than taking those big, artificial leaps. We’ve improved, refined, and stayed true to our path from the very beginning.

Over time we’ve steadily expanded the collections, developed fabrics and functionalities, and today we offer a full premium range from head to toe. In the early days, many of our customers might only have had a single SAYSKY item in their wardrobe – now we often hear that they don’t run in anything else.”

Is SAYSKY a brand for elites, everyday runners – or both? Who are you here for?

“It’s true that a lot of fast runners wear SAYSKY, but you absolutely don’t need to be an elite athlete to run in our gear. What we really connect with is the enthusiast – the runner for whom running means something, regardless of pace. It’s about a love for movement. It’s about passion. We’re here for the people who look up, smile at each other, and share the joy. SAYSKY athletes greet and support one another no matter who they are or where they come from – and honestly, it warms my heart every time I see that happen.”

So is your main focus on functionality?

“It’s a bit like Danish design furniture – first and foremost, it has to be a good chair to sit in. But of course, it should still look great, and often that’s what draws people in and makes it stay relevant. That’s how we see running apparel too. We put care into everything we create. Because our growth has been organic, we’ve had the time to get every detail right – and that has really paid off.”

Where is your main focus commercially?

“We’ve always had an international focus. In fact, we had a webshop in English before we even had one in Danish. That’s why a large part of our sales has always come from outside Denmark – especially in Germany and the UK, followed by Japan, the US, the Netherlands, and Norway. These are typically markets with big, iconic races and very strong running cultures. Roughly half of our sales come through our own webshop, while the other half is via carefully selected, specialized stores.”

Earlier this year you launched a collaboration with PUMA that debuted in the US. What has that meant for you?

“That definitely stands out as something very special in our journey. It was a global launch – not just a local or national activation like you often see with other brands. It rolled out in Puma flagship stores all over the world, from São Paulo to Shanghai. The actual launch happened at Puma’s Fifth Avenue flagship in New York, with five massive screens blasting out PUMA x SAYSKY. The collection included 28 unique styles, including several running shoe models. That’s on a completely different level compared to just releasing a new colorway of a single product.

But honestly, what means even more to me is that the collection overperformed by 40% compared to Puma’s initial expectations. I’ve always been a believer in ‘underpromise, overdeliver,’ so it’s great to see the concept resonate so strongly and prove that SAYSKY really speaks the language of runners. We also had a big say in where the collection was distributed, making sure it landed in the best running stores worldwide – the kind of places where people really care about quality and design. That was crucial for us, because we never want to compromise how the SAYSKY brand is perceived.”

What keeps you personally driven?

“Honestly, I love sport. Some people enjoy popping champagne at a fashion event, but I’m looking forward to running the Chicago Marathon and testing our newly developed fabrics on a long run. That’s my drive. I also believe there are many great experiences ahead if we keep maintaining the high standards that have brought us this far. It feels like we’ve passed through the eye of the needle and are now out on the highway – the vehicle is running smoothly and fast – yet I think we’re good at keeping both hands on the wheel.

We’re now more than 25 employees, and I feel a strong responsibility to run the company responsibly, so no one gets squeezed because we’ve taken big risks. We’re a team of dedicated sports enthusiasts, and it genuinely makes me happy to see them attend national matches together, take morning swims, or just go for a run after work.”

Could you ever imagine selling SAYSKY one day?

“Some say everything is for sale in this world, haha. But it’s a bit like asking about the company’s overall ambitions. In sports, you might dream of running a marathon in 2:30, but it’s probably wise to start with 2:45 first. We focus on the present, and that’s what has brought us to where we are today. SAYSKY is like my first child – it wasn’t founded to become a growth rocket, but out of love for sport and the active lifestyle.”

Who inspires you personally?

“I’m inspired by people who always have a positive outlook, who are genuine, present, and at the same time diligent and meticulous. I don’t believe the easy path gets you very far.

Give me people who manage to turn energy and dedication into something excellent – those who do things with their heart because they can’t help it – those are the people I truly look up to. That’s probably also how I hope to be seen myself.”

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