Midnattsloppet

Background and challenge

Midnattsloppet is one of Sweden’s best-known running events, attracting large numbers of runners, spectators and supporters every year. Its unique blend of running celebration, city buzz and rich tradition demands a digital experience that inspires, informs and works seamlessly.

The existing website could no longer meet users’ needs. It needed a more modern structure to make race details, courses, registration and results easier to find, while handling significant traffic spikes around the events. The challenge was to create a more engaging user experience backed by a fast, reliable technical solution that would perform when it mattered most.

Solution

As a web agency, we developed a new digital platform for Midnattsloppet focused on user experience, performance and scalability. By starting with what runners need before, during and after each race, we created a clearer structure that makes registration, race information, course routes, results and practical details easy to find. A refreshed visual design better captures Midnattsloppet’s energy, atmosphere and identity.

The platform was also built to handle peak traffic around race days, when large numbers of visitors need information and use the website at the same time. Beyond the website, Pigment has supported Midnattsloppet as a strategic partner in SEO, with ongoing work to improve visibility, structure and organic reach.