Initiative returns with routes mostly on asphalt to position the brand’s launches in the first half of this year
Olympikus announced Chapada dos Veadeiros (GO) and São Miguel dos Milagres (AL) as the next two destinations for the “Bota para Correr”. The platform is a proprietary racing circuit in some of the country’s main natural beauty scenarios. Created in 2019, it has already passed through Pantanal (MS), Jalapão (TO) and Alter do Chão (PA).
Paused due to the pandemic, “Bota para run” resumes with routes mostly centered on asphalt to position the brand’s launches throughout the first half of this year. The “Corre Grafeno”, the brand’s first sneaker, the “Corre 2”, an evolution of the “Corre 1” and co-created with running experts, and the “Corre Vento”.
The strategy is based on strengthening the running community around Olympikus and building experiences that go beyond the sport. “Our role as a brand that wants to conquer a little place in the hearts of you all over the country is to build events that, in some way, become very important in the lives of each one of you”, says Márcio Callage, marketing director at company.
The platform was inspired by the Renê Jerônimo Race, in Fernando de Noronha (PE), which the brand sponsored for the first time in 2018 and which was created in 2011 by the local resident to boost the sport in the archipelago.
“We learned from Renê the importance of connection, of building community, from experiences. In the end, the more unforgettable the moments that brands can build, the more we will get back from people. And it’s as simple as that”, added the executive, who redirected media resources and advertising films to invest in the project.
For the resumption, the brand chose Chapada dos Veadeiros, in Goiás, on August 6th. In São Miguel dos Milagres, in Alagoas, the action was postponed to October 22nd. In both destinations, it should receive around 800 runners, who can select between distances of 10 km and 21 km.
Entries will be released to the public from 6:00 pm this Wednesday (8) on the brand’s website, with prices ranging from R$ 550, which includes the registration of a single destination and the runner’s kit; and R$750, a promotional combo for both destinations and the corridor kit.
