In endurance sports, performance has a way of becoming the only story. Splits, rankings, podiums, personal bests. Every metric neatly quantified, every effort translated into data. Yet the most compelling athletes often exist somewhere beyond those numbers. They understand that sport is not only measured by outcomes, but by the experiences, relationships, and creative expression that grow around it.
A professional trail runner competing under Nike ACG, Meirow belongs to a new generation of athletes whose identities extend far beyond race results. While his performances in some of the world's most demanding mountain races continue to establish him as a serious competitor, his ambitions increasingly stretch into storytelling, publishing, film, and creative direction. For him, running is not simply a sport. It is a medium.
Speaking during a recent stop on his European racing calendar, Meirow reflected on what makes ACG unique within the broader Nike ecosystem. While many performance categories focus on Olympic disciplines and traditional athletic pathways, he sees ACG as a home for athletes operating slightly outside those conventions.
To Meirow, ACG has always represented something different: a space built around exploration, experimentation, and sports that thrive on individuality. Trail running, mountain racing, and outdoor culture naturally fit within that framework. The result is a brand environment that embraces creativity as much as competition.
At his core, Meirow remains intensely competitive. Racing is still the foundation. The mountains remain the arena where he tests himself and measures growth. Yet he is equally interested in everything surrounding those moments—the people encountered along the way, the places visited, the culture of the trail running community, and the stories that often disappear once the finish line tape is removed.
"Running can be very analytical," he explained. Endless focus on output, performance, and measurable progression can sometimes strip away the emotional texture that makes the experience meaningful in the first place... Creativity restores that balance.
Rather than viewing artistic projects as distractions from competition, Meirow sees them as essential complements. Photography, publishing, film, conversation, and design allow him to document the nuances of a racing season that statistics alone cannot capture. They transform training and travel into a richer narrative. And that desire eventually evolved into So Sick.
At first glance, So Sick appears to be a simple title borrowed from a familiar expression. The phrase is universal...a spontaneous reaction to something impressive, beautiful, surprising, or inspiring. For Meirow, however, the phrase became the foundation for an entire creative platform.
The project forms part of what he calls the So Sick World Tour, an ongoing initiative that follows his racing season across different countries, events, and communities. What began as an idea for a film quickly expanded into something far more ambitious: a collection of interconnected creative outputs documenting life on the trail through multiple formats.
Central to that ecosystem is the So Sick publication itself. Rather than functioning as a traditional race report or athlete diary, the magazine adopts the spirit of an independent zine. It serves as a physical artifact from each chapter of the journey: a tactile record of experiences gathered throughout the season.
In an era dominated by fleeting social media content, the decision to produce a printed publication feels intentionally countercultural. Instagram offers immediacy, but often lacks permanence. Stories disappear beneath algorithms and endless scrolling. The magazine format demands something slower and more deliberate.
The publication captures the atmosphere surrounding races as much as the competitions themselves. Landscapes, conversations, local culture, travel moments, creative observations, and personal experiences become part of the narrative. The finish line remains important, but it no longer occupies the entire frame.
Unlike many mainstream sports, trail running thrives on community, geography, and shared experiences. The mountains are not merely venues; they become active participants in the story. Every destination possesses its own character, and every event introduces a new network of athletes, artists, photographers, organizers, and dreamers.
The publication transforms a racing calendar into a travel journal, an art project, and a cultural document all at once. But again, the magazine is only one component of the larger project.
Alongside the publication, Meirow has developed what he calls a "trailcast" -a podcast recorded while running. Instead of traditional studio conversations, discussions unfold on trails, during training sessions, and within the environments that shape the athletes themselves. The concept reflects the same philosophy that drives the magazine: context matters.
Stories sound different when they emerge from movement rather than a controlled recording booth. Breathing, terrain, weather, and physical effort become part of the conversation. The environment is no longer background scenery, it becomes an active participant.
Taken together, the film work, podcast episodes, race experiences, and printed publications form a broader attempt to document what modern trail running actually feels like from the inside.
Perhaps the most interesting aspect of Meirow's work is what it suggests about the changing role of professional athletes.
Previous generations often existed within clearly defined boundaries: train, compete, recover, repeat. Media teams handled storytelling. Brands controlled narratives. Athletes appeared primarily as subjects rather than creators.
With projects like So Sick, Meirow operates simultaneously as athlete, publisher, creative director, filmmaker, interviewer, and storyteller. The race remains central, but it is no longer the sole output.
Nike ACG's willingness to support that vision has provided room for experimentation, allowing Meirow to direct the project according to his own instincts rather than forcing it into traditional marketing frameworks. The result feels authentic because it emerges directly from his interests and experiences. And perhaps that authenticity explains why So Sick resonates.
The publication is not trying to sell the mythology of perfection. It documents movement, curiosity, friendship, competition, and creative exploration. It captures the spaces between races, the moments that often define a season far more than any finishing position.
In So Sick, every race becomes a chapter, every trail a narrative thread, and every journey an opportunity to create something lasting long after the stopwatch has stopped.
