From 7:00 p.m. on Wednesday the 25th to 7:00 p.m. on Thursday, February 26. 24 hours running uninterrupted. That is the challenge that Decathlon Spain has posed, together with the SAMY agency, to the content creator Verdeliss, known more recently for her role as a marathon runner, to promote the new Kiprun shoes, the company’s brand dedicated to running and trail running.
The influencer has accepted the challenge and continues running at the time of publishing this article. He does it on a treadmill in the window of the Decathlon store on Orense Street, in Madrid. testing the new Kipride Max which, as the brand explains in a statement, offer maximum cushioning, softness and stability in daily running.
Verdeliss, who is a brand ambassador and passionate about sports, has announced her participation in the challenge during the last few hours. He starred in a video published on the brand’s profile in which he evaluated the new footwear and advanced his strategy to, on a physical, mental and emotional level, address the effort involved in the initiative.
For its part, throughout the last few hours Decathlon Spain has been sharing the course of the challenge, from the beginning, when curious people gathered around the showcase; even the evolution of Verdeliss at 3:00 and again at 7:00 this morning.
Beyond the visibility and notoriety associated with the particular challenge, the brand wanted to turn the activation into an experience for sports fans. Thus, the store wanted to become a meeting point for the running community, and during business hours it allowed those who visited the establishment to get on another treadmill and add kilometers in a symbolic way.
In addition, it has held special training within the framework of the “Decathlon Runners” community. This started at the same time as the start of the Verdeliss challenge, a gesture with which the brand has sought to reinforce the collective spirit of running lovers. He assures that the initiative is “another example of how Decathlon promotes and supports sports practice through its own communities”.
The aim is to work on the feeling of community around the brand
In addition to promoting the sneakers, the action aligns with the company’s mission of bringing the sport closer to everyone. It also aims to work on the feeling of community around the brand and demystify the concept of running as an individual sport. As stated in a statement, it seeks to convert individual effort into something shared.
Along with the challenge, Decathlon Spain is promoting the new shoes with different tactical-focused pieces that it has published on its social networks. It does so with an informative approach in which it explains, among other things, how the footwear has been manufactured and the elements that make it stand out. It positions the model as a symbol of its commitment to elite sports with the intention of dismantling the general perception that Decathlon products are only for beginners in sports practice.
