Brazil does not stop gaining marathons. A few days ago it was announced that Belo Horizonte will organize his next year, coincidentally-not-in the same third Sunday of Mara Nilson Lima, from Uberlândia, the only hitherto Minas and perhaps the most beloved race of the entire national calendar, given the affection that many Brazilian corridors nourish by the Uberlandian Nilson Lima, the mans. Beagá could not send worse.
But the so fetishized 42km races are a fraction of the market, which is occupied by shorter distances, thematic tests and some sports brands events, tools to give visibility to their products.
On investing in a indoor challenge of teams in Sao Paulo, Asics has a 21km that unfolds to other Capitals in South America, Olympikus has created a circuit in Brazilian postcards, New Balance has 15km tests in Rio and Sao Paulo and a respect marathon in Porto Alegre. This year, Mara NB, by the way, was here with a record of record that had been held for three decades in the always fast Rio de Janeiro capital.
On Sunday 24 is the turn of the line to make your Mara de Relay at USP, in São Paulo. This edition marks the launch of a new model of a sneakers that was almost minimalist, but has been able to keep its great value for money. A very successful African corridor here, you get an exclusive Fartlek with me in Sao Paulo if you guess who it is, come to sponsor the event. My email is somewhere on this page.
For Adriana David, line marketing director, the Sunday race is distinguished by “recovering the classic experience of the relay race.” For the executive, the line seeks to set up something she considers a “vitrine alive”. “Of high performance sneakers and technical clothing to lifestyle pieces that connect with the sport, we created a complete environment for the corridor to practice, interact with the brand and overcome.”
Back in New Balance, her investment in owners in Brazil draws attention, considering that she simply sponsors two of the world’s largest marathons, London and New York. Renato Elias, brand marketing manager, explains to the column: “We seek to have control over the experience to be delivered to the consumer. New Balance positions himself as a premium brand, so we want to deliver a premium experience.”
In fact, it is easier to control a modest event, than, say, Mara do Rio, which offers experience on a massive scale.
Next Sunday, 17, starting at 7am, takes place in São Paulo, in Villa-Lobos Park, the race and walk against hunger, initiative of the action of citizenship, an NGO founded by the late Betinho. The routes are 5km and 10km and there is also the 1km walk.
All amount collected with registrations – R $ 90 each – will fund food distribution actions to vulnerable families. In addition to the registration, which can be made on the site acaedacidania.org.br, the value entitles the kit with a t -shirt, sacchyl and the chest number. Medals will be distributed to the graduates. The event took place in Rio last year, with income intended for the hungry Christmas campaign.
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