https://www.subwhatever.com/blog daily 1.0 2026-06-23 https://www.subwhatever.com/blog/somer-saw-it-first monthly 0.5 2026-06-23 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/f6226f4a-662a-4094-b53e-aa36cf380cff/by_TiareBowman_2.jpeg Latest - Somer Saw It First - Make it stand out Photos courtesy of Somer Kreisman https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/33f8e19d-ea85-4f21-a893-c9a13adc675a/Screenshot+2026-06-22+at+18-24-33+Instagram.jpeg Latest - Somer Saw It First There was Rachel, all over the place. Norda had the kind of race a brand dreams about, and the photos made it feel immediate. Clean. Important. Like the whole thing had simply appeared on our phones because that is what happens when an athlete has a week like that. But those photos did not appear from nowhere. Somewhere in Arizona, Somer Kreisman had been sitting alone in a car at some stupid hour, sending images back one by one. She was there for Norda, trying to follow Rachel Entrekin and Michael Versteeg across a 250-mile race, which is an absurd assignment if you stop and think about it for more than three seconds. Two athletes. One photographer. Too many miles. Too much sleep deprivation. Too many chances to be in the wrong place when the thing happens. The rest of us got the polished version. Somer got the drive. https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/77e270fd-12ec-495b-85a9-e3a3335cf206/by_RyanThrower_1.jpg Latest - Somer Saw It First Before the brand work, before the race coverage, before the Norda assignment at Cocodona, she was a serious runner in Seattle. She took third at the Seattle Marathon twice. She understood training, injury, race nerves, and the odd little emotional economy of endurance athletes before anyone was hiring her to photograph them. But before even that, she was a kid on Whidbey Island, Washington, spending hours in a darkroom. https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/a1cc729b-c917-469c-a132-a104a113ab6b/by_RyanThrower_6.jpg Latest - Somer Saw It First She went to physical therapy school. Earned a doctorate. Built a career. Kept running. Lived a life that did not require photography to be part of it. Then 2020 arrived, because apparently all modern origin stories are required to include some form of 2020. Somer was on a running team doing cross country when she got injured. She could not run the way she wanted to, so she picked up the camera again and started shooting the team. That is the part I like. No grand relaunch. No dramatic announcement. No “I am returning to my art” nonsense. She was hurt. Her friends were running. She had a camera. So she used it. https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/bc05509b-f54e-48cf-9cbe-31c68fa734c8/B05I9761.jpg-2.png Latest - Somer Saw It First Still, what I liked most about talking to her was how little she seemed to be performing the role of “in-demand photographer.” She is not really marketing herself much right now. The work is coming anyway. Brands come to her with an idea, and what she likes is when they trust her enough to say, essentially, here is what we need, now do it your way. That is probably the dream if you make things for a living. Not total freedom. Total freedom can be overrated. But trust. Trust that you have a point of view. Trust that you understand the assignment. Trust that if Rachel Entrekin is moving through the desert toward a historic Cocodona win, you might know how to make the world feel it. https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/13cfc3b9-ad5d-42d9-abed-7f90f45ea935/Screenshot+2026-06-22+at+18-52-32+Instagram.jpeg Latest - Somer Saw It First Somer Kreisman is not in the photo. That is the job. It is also why the photo works. https://www.subwhatever.com/blog/better-than-a-launch monthly 0.5 2026-05-16 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/cba2d29c-b217-4c2c-b797-391fd7a98c75/iStock-2208859460.jpg Latest - Better Than a Launch - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/the-shape-of-currently monthly 0.5 2026-04-30 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/d62147cd-13fd-47d0-9464-854efdd1be04/slsipstream-560.jpg Latest - The Shape of Currently - Make it stand out Photos courtesy of Nash Howe and Currently Running https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/307e9ac3-cd02-43eb-a0ed-f7e2a61d5418/CR-10-1.jpeg Latest - The Shape of Currently That’s part of what drew me to Currently. I first met Nash Howe at TRE in San Antonio. Currently had a small booth out on the edge of the exhibit hall. It wasn’t trying to compete with the big brands, which probably made me notice it more. The whole thing felt clear. A small footprint, a clear eye, no extra noise. It felt like the kind of brand that still had a person close to it, and that was my impression of Nash too. https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/920ef084-9872-4be0-a78a-4f2d5b9fe787/slsipstream-567-Edit.jpg Latest - The Shape of Currently That’s what I respect about it. It doesn’t feel overworked. It doesn’t feel like a response to what the market is asking for this season. It feels personal. The product feels personal. The imagery feels personal. The pace of it feels personal. Even the imperfections in something like that matter, because they remind you there is still a hand on it. A lot of things in running look finished before they mean anything. Currently feels like the opposite. It has meaning first. The product grows out of that. https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/c57ea261-8be4-4e36-a8d0-aede1cf85082/787333010034.jpg Latest - The Shape of Currently - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/57ae2d03-9e0c-4f0d-91fd-4f4cbfe41348/DSC04857-2.jpg Latest - The Shape of Currently - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/norda-feels-different monthly 0.5 2026-05-01 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/93815ae7-83ec-45bc-b57f-8d6ac532ec72/Screenshot+2026-04-26+at+08-10-28+Instagram.jpg Latest - Why Norda Stands Out - Make it stand out Photo Credit: Hannes Becker https://www.subwhatever.com/blog/i-thought-i-had-a-lot-of-shoes monthly 0.5 2026-03-09 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/60cb7a29-9203-491a-9cab-f7c16e3d5b5b/Screenshot+2026-03-09+at+7.44.32%E2%80%AFAM.png Latest - I Thought I Had a lot of Shoes - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/three-years-on-the-at monthly 0.5 2026-03-05 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/5dbd4979-1cd1-4bd9-8e15-e409bc62b4ef/iStock-1825801466.jpg Latest - Three Years on the AT - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/wser-field-is-taking-shape monthly 0.5 2026-03-01 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/4ad2ac99-cc7a-408e-bb84-eadd3a8ce665/4.png Latest - WSER Field Is Taking Shape - Make it stand out PC: Andy Cochrane https://www.subwhatever.com/blog/the-long-game-at-utmb monthly 0.5 2026-02-28 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/c4f5c5b5-81a9-4a92-9357-15041b867164/CAPTAIN-EVANS-Photo-UTMB-GROUP.jpg Latest - The Long Game at UTMB - Make it stand out PC: UTMB https://www.subwhatever.com/blog/purpose-in-the-mountains monthly 0.5 2026-02-26 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/dfa05b9f-afee-4220-9821-2e30a0e39614/hayden-hawks-1574712793.jpg Latest - Purpose in the Mountains - Make it stand out PC: Andy Cochrane https://www.subwhatever.com/blog/staying-in-it-at-the-jfk-50 monthly 0.5 2026-02-26 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/0b68e703-e3b3-4586-8901-7abb92fb021f/Dan-Green-2025-Cocodona-250-Mile-1.jpg Latest - Staying in It at the JFK 50 - Make it stand out PC: Dan Green https://www.subwhatever.com/blog/borderlands-laz-lake monthly 0.5 2026-02-28 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/438fd976-5bbe-476a-8208-bc15afcdea08/JNZ7n7tQ.png Latest - Borderlands + Laz Lake - Make it stand out PC: Ben Robie https://www.subwhatever.com/blog/after-you-win-21-in-a-row monthly 0.5 2026-02-21 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/7db6f450-af39-4809-82eb-e94bb32a1232/IMG_1058-scaled.jpg Latest - After You Win 21 in a Row - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/from-map-to-mountain monthly 0.5 2025-12-23 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/4acc6bfd-5907-4510-b179-f9e0fd9f2c20/Screenshot+2025-12-22+at+17-44-44+Instagram.jpeg Latest - From Map to Mountain - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/one-aid-station-at-a-time monthly 0.5 2025-12-21 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/aebbe88d-aa10-4f5b-965a-75cf1fa0cd93/full-965d3e3b-12e9-4b4f-9d5a-3abd7de8b422.jpg.webp Latest - One Aid Station at a Time - Make it stand out PC: Ultra Running Magazine https://www.subwhatever.com/blog/the-long-way-through monthly 0.5 2025-12-20 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/71b26ac9-4dd8-49b0-9b5c-6d771f4c56d5/Screenshot+2025-12-20+at+11.25.49%E2%80%AFAM+%281%29.jpeg Latest - The Long Way Through - Make it stand out PC: Creators Cooldown Podcast https://www.subwhatever.com/blog/love-is-the-only-thing monthly 0.5 2025-10-30 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/306672d9-a3dd-4819-8419-7f0240c283c4/img-2203-68a13940ed775.jpg.jpeg Latest - Love is the Only Thing - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/no-one-runs-it-alone monthly 0.5 2025-10-28 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/a8c9a60e-3f3f-4e59-ac9d-adcc85882198/Jazmine-Lowther-1200x675.jpg Latest - No One Runs It Alone - Make it stand out PC: Nils Nilsen/Speedgoat Mountain Races by UTMB https://www.subwhatever.com/blog/the-long-blue-line monthly 0.5 2025-10-26 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/e61bb783-cee3-4a57-9c4a-39b16113cf4e/a728eeef7be8ad79d67c3a825ddb30b2Y29udGVudHNlYXJjaGFwaSwxNzU2NDc0OTc2-2.80855640.jpg Latest - The Long Blue Line - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/build-with-a-north-star monthly 0.5 2025-10-24 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/1761315735651-POU8ONYPQSKV4701DKTK/blog_image_1_2048x2048.png.webp Latest - Build with a North Star - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/better-by-design monthly 0.5 2025-10-15 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/c3782823-57b9-4c5c-8db0-1bd92f4efe39/DSC07575_02b1e5f3-881b-4b8b-b47f-55ea5aa6f9a6.jpg.webp Latest - Better by Design - Make it stand out PC: Raide https://www.subwhatever.com/blog/encounters-in-motion monthly 0.5 2025-10-12 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/d9de1471-c369-4fc9-aa31-70bff339da85/Screenshot+2025-10-12+at+09-01-34+norda+%E2%80%94+Adam+John.png Latest - Encounters in Motion - Make it stand out PC: Adam John https://www.subwhatever.com/blog/back-to-where-it-started monthly 0.5 2025-10-08 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/1415de1f-c499-40ab-a7a5-1d36279a73e6/Anton-Krupicka-In-Focus--2.png Latest - Back to Where It Started - Make it stand out PC: Smith Optics https://www.subwhatever.com/blog/hard-miles-quiet-fire monthly 0.5 2025-10-03 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/0f71cb1c-902b-4891-976e-5386cc023e47/Ethan-Peters_11.jpg Latest - Hard Miles, Quiet Fire - Make it stand out PC: Matt Westlake https://www.subwhatever.com/blog/the-miles-that-matter monthly 0.5 2025-10-02 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/fa14fbcd-b0b0-4cc9-9d5a-1eeca5f3348c/190676505_2586052271699878_1851655094883748670_n.jpg Latest - The Miles That Matter - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/here-for-the-long-run monthly 0.5 2025-10-01 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/7bc69165-dfc3-4027-be03-3fbd6d7d3c6e/Screenshot+2025-10-01+at+06-25-10+Instagram.jpeg Latest - Here for the Long Run - Make it stand out PC: David Lam https://www.subwhatever.com/blog/building-something-real monthly 0.5 2025-09-30 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/9c1f7542-5530-4c02-990c-c701153f6d37/Cover-Email.webp Latest - Building Something Real - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/norda-tectonic-shift monthly 0.5 2025-09-29 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/234c60e0-24b1-478b-871d-e233a2fd2c62/https---hbx.hypebeast.com-files-norda-cover.png.jpeg Latest - norda™: Tectonic Shift - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/learning-to-run-quiet monthly 0.5 2025-09-21 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/6ec9a215-02d7-4925-800e-4bd31f3bd968/ElliotII-941610.png.webp Latest - Learning to Run Quiet - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/miles-after-midnight monthly 0.5 2025-09-24 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/3e93e423-8dae-4a82-8b06-d57cf9ddd3b6/Taylor_Hand_Push_1024_x_683.jpg.webp Latest - Miles After Midnight - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/the-other-side-of-the-line monthly 0.5 2025-09-18 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/abb31417-8298-4d4e-84f0-2804f5353b6e/stories-spine-race-runshelter_1024x1024.jpg.webp Latest - The Other Side of the Line - Make it stand out PC: Moe Lauchert https://www.subwhatever.com/blog/cgzg5o6r86p615a4qryg2rm56o0llf monthly 0.5 2025-09-14 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/12e80c15-fa29-48ce-b4cc-eef2a2d55a80/book2.png Latest - Surrender Is Structure - Make it stand out PC: Nick Bare https://www.subwhatever.com/blog/nash-howe-film monthly 0.5 2025-09-12 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/1757686655779-2HHKPVV266US9BJN3G67/Nash+Howe-Divided-post.jpeg Latest - Sound, Light, Motion - Make it stand out PC: Nash Howe https://www.subwhatever.com/blog/solo-through-the-heat monthly 0.5 2025-09-12 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/fe2c521a-d27e-48f1-bc5c-d78293ed3106/Ray+Zahab-Death+Valley-post.jpeg Latest - Solo Through the Heat - Make it stand out PC: Kent Keeler https://www.subwhatever.com/blog/broken-cam-hanes-at-cocodona-250 monthly 0.5 2025-09-12 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/cf6c02b5-1ba8-4e4f-93bb-3f5a43d1a2ee/Cam+Hanes-what-happens-after-it-breaks-post.png Latest - What Happens After It Breaks - Make it stand out PC: Speedland https://www.subwhatever.com/blog/still-running-still-looking monthly 0.5 2025-09-12 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/7d996181-8cd9-4571-b5b6-3555f9f054e4/Mike-McMonagle-still-running-still-looking-post.jpg Latest - Still Running, Still Looking - Make it stand out PC: Shoutout HTX https://www.subwhatever.com/blog/one-step-at-a-time monthly 0.5 2025-09-12 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/cae52215-625d-4ff5-a430-e138e2bfa68f/Tom+Ferstl-One-Step-At-Time-post.png Latest - One Step at a Time - Make it stand out PC: Alessandro Citterio; Riccardo Luppi https://www.subwhatever.com/blog/chasing-100-fkts monthly 0.5 2025-09-05 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/062e5fc1-b15b-407f-ba4c-b90c6841f366/05-Luke-Webster-JT100.jpg Latest - Chasing 100 FKTs - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/fly-rods-and-foot-races monthly 0.5 2025-09-03 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/05e62bd8-fa73-4963-8c15-30a242162c4b/8457867f-bb2d-4dc3-be02-db7ec17300dc_2172x1448.webp Latest - Fly Rods and Foot Races - Make it stand out PC: Mike McMonagle https://www.subwhatever.com/blog/floris-gierman-10-years-of-showing-up monthly 0.5 2025-09-02 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/a9cc6a9f-cdf4-4f13-bf44-803a3d27ee8e/floris-gierman-zion-running-extramilest-show.jpg.webp Latest - 10 Years of Showing Up - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/long-way-to-hardrock monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/326e0e21-b7e1-4f48-9f82-e15620774a8e/dylan_03.jpg Latest - The Long Way to Hardrock - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.subwhatever.com/blog/years-in-still-all-in monthly 0.5 2025-08-31 https://images.squarespace-cdn.com/content/v1/684b8b7f82da1a7e275b8e81/4dcc87e1-f653-430c-b6bd-96fbaea7f119/Screenshot+2025-08-30+at+10-52-11+Instagram.jpg Latest - 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