AMBASSADOR: CALUM MACINTYRE
Calum Macintyre is a climate activist, writer, snowboarder, and co-founder of Folk Mot Fossilmakta. He works to mobilise people for climate action and challenge the fossil fuel industry's influence on society, including through coordinated civil disobedience.
UNCOMPROMISING
Calum has mobilised people to challenge the fossil fuel industry's influence in winter sports. At the World Ski Championships in Trondheim, Folk Mot Fossilmakta got over 50 cross-country skiers to sign a joint statement opposing Equinor's sponsorship, calling for fossil-free sponsorship and greater climate responsibility from the International Ski and Snowboard Federation (FIS). Ahead of the 2026 Winter Olympics in Milan, he also helped rally 25,000 people behind a call for the Olympics to cut ties with its oil sponsors.
During Arendalsuka in 2026, Calum interrupted an event where Norwegian oil industry leaders were on stage talking about record production and huge profits while Europe was literally on fire. He spoke up to challenge them on their climate responsibility, which he believes is completely absent when the oil industry talks about its own business and value creation.
Together with Vegard Aasen, Calum is also the driving force behind Light Lines, a project that aims to capture some of Norway's most iconic mountains while literally shining a light on the nature crisis we face.
Beyond these projects, Calum works to get more people from the outdoor community involved in climate and environmental issues. He writes about the environment for publications including Sidetracked, Looking Sideways, FriFlyt, and Downdays.
IN OTHER WORDS
Few people are as uncompromising as Calum. He loves nature, but spends his time fighting for it. And when you fight for something bigger than yourself, some people are bound to find you controversial. But we can’t all be the same, and someone has to lead the way. That’s one of the main reasons we want him on our Northern Playground ambassador team.
CALUM ON THE COLLABORATION
What made you want to become an ambassador for Northern Playground
There are several reasons why I want to work with you.
First of all, you’re willing to take risks. Voluntarily cutting off a large part of your website traffic by stopping advertising on Meta is a pretty drastic move. But it’s also a decision I have a lot of respect for. The past year has only made it clearer to me how bold and forward-thinking that decision was. I want to work with a company that dares to make choices like that because it believes they’re the right thing to do, even when there’s a cost.
You’ve worked with many brands in the outdoor industry. What sets Northern Playground apart from other brands?
I like how persistent you are. In the outdoor industry, I’ve seen countless brands come and go, often making big promises about how they’re going to become more sustainable. You hear about them for a year or two, and then they disappear.
You’ve spent years building a brand that genuinely tries to do things differently at a fundamental level. To me, it’s important to support companies that don’t just use sustainability as a marketing strategy, but try to make it part of the way they run their entire business.
You also mention that Northern Playground is owned by its community. Why do you find that interesting?
You’re owned by your community, with around 1,100 co-owners who have chosen to invest in what you’re trying to build. There aren’t many brands where customers are actually part of the ownership structure.
I like the idea that so many people have chosen to support a company because they want to see someone challenge the established rules of the game.
What do you think about the way Northern Playground uses its platform?
The outdoor industry has huge communities of people who pay attention to what brands say and do. So I find it interesting when a brand actually uses its platforms to take a stand and talk about things that go beyond clothing.
You’ve used your voice on issues related to the fossil fuel industry, Big Tech, fast fashion, and the right to repair clothes. That’s something I want to be part of and help bring to even more people.
And then there are the clothes. How important are they?
Very important. I regularly get messages from people who think it’s hypocritical to be a climate activist while wearing clothes made from oil.
I don’t think we should put the entire responsibility on individuals. If we’re going to solve this problem, we need to change the systems that make us dependent on fossil-based materials. But I believe we can make progress by supporting and backing companies that are genuinely trying to create good alternatives to plastic-based clothing.
And you’re among those trying the hardest. You make clothes designed to last, repair them when they break, and try to build a business model that makes it more appealing to keep your clothes rather than buy new ones.
That’s the kind of company I want to stand alongside.
