Runner Chronicles: Rafael Varandas
The Runner Chronicles
The land of some amazing artists, such as João Gilberto, Astrud Gilberto, and so on—Brazil. But it also has some amazing runners, such as Rafael Varandas. A runner from Brazil, he is himself a creative soul, making him an inspirational part of the Chronicles.
Rafael is a Brazilian fashion designer and the founder of the Cotton Project, a casual clothing brand with hints of surf and skate culture. On top of all this, he also started High Minded, a multicultural running experience and brand that is truly making its mark in the world of running. In this Chronicles, we discussed training, creativity, and different places.
Dive into Rafael’s practice of the Norwegian Method in Brazil (trust his words—it works) and discover how longer runs can make you the chillest runner out there. Again, trust Rafael—I’ve never seen such a chilled runner. Like, really, photo after photo, not a single sign of stress. So, what are you waiting for? Put on your best Brazilian record and start reading this Chronicles.
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How did your journey as a runner begin, and what role does running play in your daily life?
I really got into running during the pandemic. Before that, I had tried a few times but always had to stop because of injuries. My background is in fashion and creativity, and back in 2014, I was a Nike Lab ambassador. They gifted me the entire Gyakusou collection, which got me super excited—it was the first time I saw running as a cultural sport rather than just exercise.
Fast forward to 2020, during lockdown, running was pretty much all I had. So, I started taking it more seriously. It became essential for dealing with the mental stress of that time (and still is). Running drains a lot of energy, but in return, it gives you this incredible feeling of relaxation and mental clarity. Once I discovered that, everything changed.
I’m pretty sure running is addictive, like a drug. Sometimes, when the runner’s high wears off in the afternoon, I actually feel like going out to run again—haha. Right now, though, I’m dealing with shin splints, and it’s been tough.
You ran your first marathon without a coach to fully experience the process. How did this experience go, and what did it bring to you?
Actually, I ran two marathons in my firs year -haha. I’m a pretty methodical person. I prefer figuring things out on my own first so that when I do ask a professional, I have important, specific questions that actually help me learn. Plus, I hate that feeling when you go to a doctor or coach, and they don’t really study you in depth—which makes sense since they only have about an hour to solve your problem. Because of that, I believe I know my body best, and it’s my responsibility to ask the right questions when seeking advice.
So that’s exactly what I did. I researched different types of training and realized that high-volume training would probably suit me best. I took some inspiration from Ben Felton (@ben_is_running on YouTube), where he explains his training, and that was it. I ended up running a 3:27 marathon in Rio de Janeiro—not bad considering I had never even done a half marathon before.
After that, Mizuno invited me to run the Amsterdam Marathon four months later, and of course, I couldn’t say no. I tried reaching out to some coaches at that point, but they said their training approach was different and would take much longer to adapt. So, once again, I went at it alone. This time, I did it in 3:20.
I know I can improve and would love to break the 3-hour mark one day. But if I want to get there, I definitely need some help—especially with nutrition. I had terrible cramps in both races.
How does High Minded People, the running clothes segment of Cotton Project, embody the brand's core values of sustainability and ethical practices, and what inspires the design of the apparel?
Cotton Project was created with the idea of bringing surf and skate culture into casual clothing that a young adult could wear. It’s a casual brand, but with a twist—drawing inspiration from these subcultures, especially in music, graphics, and attitude.
High Minded, on the other hand, takes a different approach. It builds on everything we’ve done with Cotton Project and translates it into running apparel. It explores the more multicultural side of running, bringing together people from different backgrounds. Through this, we hope to connect with those from our community who never really saw themselves as runners.
As a creative professional, how do you balance the mental clarity you gain from running with the demands of managing a fashion brand?
I think it helps in two ways. First, there’s the obvious part—the way you feel after a run. You get that runner’s high, a kind of meditative calm, and a real flow state, among other sensations. I believe these feelings are essential for everyone, creative or not. It’s important to have a moment just for yourself, to collect your thoughts. Plus, learning to endure hardship is probably the most valuable lesson in running—you push through the pain so much that everyday complaints suddenly seem trivial.
The second way is through its impact on creativity. In my opinion, one of the easiest ways to spark new creative ideas is by mixing two different cultural influences. The result is always something fresh and unexpected. That’s exactly what Satisfy does so well. By bringing diverse influences into running—a sport that was pretty much monocultural until recently—we’re seeing new and exciting things emerge. It’s a really thrilling time to be part of this scene.
Do you follow any specific running philosophy or training routine, or is your approach more intuitive?
I'm a big believer in the high-volume method. I focus on two main workouts each week—a fast session with VO2 max intervals and a long run on Saturday. On the other days, I try to rack up as many kilometers (or miles) as possible at low intensity, around zone 2. I've been reading The Norwegian Method and it's really interesting. Essentially, the idea is to train as much as you can and push hard without getting injured, so the high-volume, slow-pace approach just makes sense.
What advice would you give to someone trying to integrate physical activity, like running, into their creative work routine?
Taking any physical activity seriously—by which I mean working out four or more times a week—will change your life. That's the first step: being willing to fully commit. If you only plan to train two days a week and take it easy, that's fine, but the overall impact will be pretty limited.
You need to imagine this new lifestyle and see how you fit into it. You'll have to make choices, especially in your social life, and give up at least a little bit of what you're used to. If you can't picture yourself doing that or you're not ready to sacrifice anything, I'm sorry, but it probably won't work out for you.
For me, once I started running, I found it natural to give up alcohol and smoking—I was determined to sacrifice most of it, if not everything. The first step is really wanting to change.
How do you stay motivated to run, especially during busy periods with Cotton Project or in less-than-ideal conditions?
Just sign up for a marathon—I’m pretty sure you'll feel that obligation-driven motivation, haha. Reading up on it or starting a new running project with friends can really help, too. And if all else fails, just treat yourself to a new pair of shoes, haha.
What would you say to someone who’s never run before but wants to explore its potential for creativity or mindfulness?
I would do most of my running alone. Being alone lets you really listen to your body and your thoughts. While running groups can be fun, they often add too much extra information. We all want to hit that flow state, but there's no step-by-step way to get there without putting in the miles. The key, I think, is focus—almost like meditation—so it's worth giving it extra attention. For me, long, low-intensity runs (zone 2) are the best for this. After about 5km, your body settles in, and you start being truly present—maybe paying attention to your steps, your mechanics, or just your breathing. And that's a great starting point!
What makes running in Brazil special compared to other places?
There's a lot of runners in Brazil—recent research suggests around 13 million people run here. But we definitely don’t have a running culture like in Japan or some parts of Europe. For most of us, running is pretty casual; people do it for health benefits or to achieve a personal goal. We don't have the same lifestyle or training culture that you see with sports like football (soccer). We love winning, but we’re not as into the training process. It might sound a bit contradictory, but anyone who lives here understands what I mean.
Brazilians love celebrating a victory and honoring our heroes, but we still need to learn how to love the process itself. Life here can be simple and good without too much effort—by international standards, it might be considered poor, but it's usually a happy life. We don’t face as much adversity as, say, the harsh weather in Norway, which I believe plays a big role in shaping character. That’s why the Norwegian Method emerged there and not here. Most Brazilians prefer to relax rather than suffer—and I mean that in a positive way. It just makes our sports culture different.
Running here usually means getting up early—around 5 or 6 am—to beat the heat and humidity. In some northern areas, running can be nearly impossible. On the upside, we don’t have severe winters, so you can run all year round.
Geographically and economically, Brazil is pretty isolated. We have some of the highest import taxes in the world, so things don’t come here easily. For example, a $200 pair of Satisfy shorts might cost $400 with taxes in Brazil, and in a country where that’s about a month’s minimum wage, that’s a big deal. But on the bright side, it pushes us to be creative and find alternative solutions.
