Running is often about pushing limits, breaking records, and grinding through the pain. But what if it wasn’t? What if running was just about… running?

UNNA’s latest campaign, "MILES SMILES", created in collaboration with the writer/director duo BABYBABY and supported by production company Giants & Toys, takes a humorous and heartfelt look at the unnecessary pressure we put on ourselves—not just in running, but in life.

At the heart of the campaign is Marinus, a runner we met at one of our Smiles Run Club sessions, playing the role of Miles—a runner spiraling into an existential crisis over his own name. Through an absurd but relatable mockumentary format, shot by longtime UNNA collaborator Stellan Runge, the film explores the tension between discipline and joy, performance and play, obsession and freedom.

A Different Approach to Running Culture 
“UNNA has always balanced the humorous and the cool, embracing movement without taking it too seriously. In a world obsessed with times, distances, and personal bests, I believe that running should be fun—a source of connection, selfexpression, and, most importantly, joy.” – John Ruben, UNNA Founder.

“MILES SMILES” plays on these ideas, showing how the pressure to constantly improve can sometimes backfire. The film is a lighthearted yet thought-provoking reminder that you don’t need to count every step—you just need to find your way to movement. 

UNNA’s MILES SMILES campaign invites runners, non-runners, and anyone who’s ever felt the weight of expectations to join the conversation. Keep an eye on @unna.world for the full film, behind-the-scenes content, and more. Because at the end of the day, it’s not about counting the miles—it’s about counting the smiles.