Person in snow gear with ski poles stands on a snowy mountain slope, surrounded by misty, mountainous landscape.

Ambassador

FELICIA MÖRFELT

For Felicia Mörfelt, life outdoors is about much more than training and activity. It's about discovering new places, collecting experiences and creating memories that last long after the adventure is over. With the mountains as her natural playground, everyday life is filled with everything from skiing and mountain biking to hiking, ski touring and spontaneous evening adventures.

A skier in a black outfit glides down a snowy slope, creating a spray of snow, with ski lifts visible in the background.

QUICK FACTS

Nickname: -

Year of brith: 1998

Place of birth: Stockholm, resides in Åre

Disciplines: Freeride 

Fun fact: Have released an album

Instagram: @feliciamorfelt

A smiling skier in snowy weather, wearing a helmet and goggles, holding ski poles, with a bright orange-accented backpack.

“REACHING VIEWS OR LINES YOU'VE ONLY DREAMED ABOUT IS HARD TO BEAT. ”

FELICA MÖRFELT — FREERIDE SKIER & MOUNTAIN BIKER

For Felicia, the mountains are as much a place for adventure as they are for recovery. Nature has always been a natural part of her life – it's where she recharges, creates lasting memories and experiences her greatest adventures.

“That's where I have the most fun and create adventures I'll remember for a long time,” she says.

Being active is a natural part of everyday life, whether it's a quick outing after work or a full day in the mountains. Simply getting outside means more than the activity itself.

“You always feel your best after spending time outdoors.”

The best days are the ones that combine unforgettable nature with great people to share it with.

Person jogging on a snowy path, dressed in white, with blurred trees and buildings in the background.

Felicia rarely chooses the easiest route. She's drawn to adventures that demand a little extra effort and reward her with experiences that stay with her long after they're over.

“It's hard to beat hiking to a mountain hut, spending the night, earning the view and watching the sun set over the mountains from the front row.”

What she appreciates most about mountain life is that adventure is always close by. Even an ordinary weekday evening can turn into something memorable when it's shared with friends.

“You've got a whole buffet of adventures to choose from,” she says.

When it comes to outdoor clothing, Felicia wants gear that simply works – with comfort, functionality and a fit that let the experience take centre stage.

Skier in dark gear skiing down a snowy, narrow mountain passage with icy walls and a clear blue sky in the background.

FELICIA'S INSTAGRAM

@feliciamorfelt