The first step in the challenge: crafting the narrative for a race with four distances (5, 10, 15, and 21 km), each starting from a different point but bringing every runner to the same finish line — right in front of Pacaembu Stadium. Once we defined the name — Nike São Paulo Run — and the creative concept, we moved on to producing campaign content in collaboration with professional athletes, amateurs, and influencers. After the shoot, the project began to take shape through the first physical and digital pieces promoting the event.

With a strategy tailored to different audiences within the running ecosystem, the Nike São Paulo Run communication was brought to life on the social media channels of a wide range of runners — from Olympic athlete Paulo André (P.A.) to multi-artist Seu Jorge; from fitness influencer and endorphin enthusiast Beatriz Romano to TV host Ikaro Kadoshi. Running crews like City Runners, led by runner Fleezus, also joined in to promote and prepare for the event, which gained additional visibility through specialized sports media outlets. Registrations sold out quickly, and crowds flocked to the Expo at Ibirapuera to pick up their race kits in the days leading up to the starting line.

July 14, 2024. Race day started early for the runners — and even earlier for our content team, who were up at 3 a.m., heading to their spots in a logistically complex coverage operation. In the dark of dawn, we took on the challenge of capturing the official photos and videos of the Nike São Paulo Run. Every position was carefully chosen to capture every detail: at all four starting points, along the routes, at the finish line, and in the event space — where runners were welcomed with water, medals, music, celebration, giveaways, and brand activations.

When the runners cross the finish line, it doesn’t mean the work is over. In fact, that’s when the final sprint of content production begins — selecting and preparing the most iconic photographs to send to the press, and starting the breakdown of material for the edit of the official Nike São Paulo Run aftermovie. With over 10 years of experience working alongside Nike, we bring the know-how from events like Nike Vem Junto, Nike 50 Anos, the launch of the Brazilian National Team jersey, and many more. That level of synergy is a special ingredient in our partnership.

To bring the project to life, Grupo Sal brought together its Brand Communication and Content teams. A multidisciplinary integration that boosts our capacity and agility from creation to execution. With so many Salgados involved and the project carefully organized for race day, some team members also joined the Nike São Paulo Run as runners: four medalists in the 10 km race, and one medalist in the 21 km. We really do live and breathe it.