Alexandre Koda: The Communication Driving Brazilian Trail Running

The Challenges of Real-Time Coverage in Trail Running

Koda emphasizes that a journalist's job is, above all, to tell stories. Historically, this was limited to texts and photos on websites, but the digital age demands speed and multi-format content. Real-time coverage means being at multiple points of an event, such as UTMB Brasil, La Misión, or Indomit, generating immediate content for social media with live streams, stories, and posts. He identified a gap: while influencers produced content for their own channels, the events' institutional channels lacked visibility and engagement. Koda Comunicação fills this "gap" by providing professional institutional communication, vital for attracting sponsors and engaging the public. The logistical complexity and the need to capture unique moments without repetition are constant challenges, comparable to wedding photography, where there are no second chances.

Crisis Management and the Professionalization of Trail Running

Crisis management is one of the most delicate aspects of event communication. Koda, inspired by Major Gois, emphasizes the importance of prior planning and clear protocols to handle unforeseen events like accidents or fatalities. In these high-stress situations, communication must be swift, precise, and devoid of emotion. Koda acts as an external and measured voice, coordinating responses and shielding organizers from emotional interactions on social media. He serves major events such as Indomit, La Misión, UTMB Brasil, Jaraguá Sky, Montanhas Ultra Trail, and Evolution Itatiaia.

The Current Landscape of Brazilian Trail Running

When asked about the professionalization level of trail running in Brazil, Koda assesses it at a "five out of ten." The "runner-for-runner event" mentality, though romantic, is insufficient. It requires a business vision, administrative oversight, and, most importantly, communication. He notes that many organizers, like Juan Carlos Aceta (founder of Indomit) or Paulinho (from La Misión), viewed the event as a complete experience, not just a race. The relationship with the local community is fundamental, often requiring a genuine "relationship," as the "cachaçinha" anecdote illustrates, to ensure support and integration of the race with the town.

The Future of Communication in Trail Running

The future of communication in trail running involves adapting to new platforms (like TikTok, which reaches younger generations with random and fast-paced content) and the intelligent use of digital marketing. Koda highlights that segmented ads on platforms such as Google and Meta allow reaching specific audiences with detailed engagement and conversion metrics, something impossible with traditional media. This is crucial for events in less explored regions, such as Ultra Macho in Mato Grosso or races in Piauí and Amazônia, to attract runners from across the country. Journalism, according to Koda, now blends with marketing and advertising, requiring professionals to have a multidisciplinary vision not just to inform, but also to promote and activate brands, contributing to the sport's sustainability and growth.

Alexandre Koda's vision and his experience in trail running communication demonstrate that beyond the trail, words and strategy are powerful tools. The professionalization of Brazilian trail running depends on its events' ability to effectively tell their stories, engage their communities, and adapt to the constant changes in the digital landscape. For athletes and enthusiasts, this translates into more well-organized events, with greater visibility and increasingly rich experiences, connecting people and places in a unique way.