Sports
Behind the Scenes: How Bota Pra Correr Was Born
Peu Guimarães details the creation of the Olympikus running circuit, its logistical challenges, and its commitment to sustainability.
In an interview on XTREMMA Sports, Peu Guimarães reveals how TV commercial budget funds sparked the creation of Bota Pra Correr. The Icons founder breaks down the rigorous logistics and environmental commitment driving the Olympikus circuit.
The creation of the Bota Pra Correr circuit by Olympikus was born from a strategic pivot and the desire to build a genuine connection with the running community. During an appearance on the show XTREMMA Sports, hosted by Shubi Guimarães on the Stemma Sports channel—in an episode that also covers his background in adventure racing and behind-the-scenes Olympic work—entrepreneur Peu Guimarães reflected on the project's origins and Icons Agency's transition into producing large-scale experiential events.
In the early days of Icons, the focus was centered on managing Olympic athletes. The commercial landscape, however, proved volatile: brand sponsorships were concentrated almost entirely around the Olympic Games, leaving athletes unsupported for most of the four-year cycle. The turning point came through contact with Márcio Kalaf, who was looking to build a proprietary running project for Olympikus and sought someone with hands-on experience in remote areas and wilderness settings.
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Exploring Brazil on foot
Olympikus was evaluating a major prime-time broadcast television advertising campaign starring celebrities, but questioned how effective that model would be in engaging dedicated runners. The decision was made to reallocate the TV commercial budget toward creating an immersive experience: taking participants to explore Brazil through running.
Tasked with delivering a technical proposal in just ten days, Peu Guimarães drew upon years of adventure racing experience alongside his sister, Shubi Guimarães. The inaugural circuit was designed around three destinations where the pair already had logistical mastery: Jalapão, Pantanal, and Alter do Chão.
Extreme logistics and respecting local capacity
From its very first edition, Bota Pra Correr established the core premise of respecting the carrying capacity of each host municipality. The participant cap is determined not by ticket demand, but by the destination's actual lodging, dining, and transportation infrastructure, avoiding straining local businesses and community services.
Operational demands varied drastically depending on the terrain. In Jalapão, the event gathered 200 athletes following a seven-hour journey in 4x4 vehicles to reach the base town. In the Pantanal, organizers had to build a temporary 600-meter bridge to connect the racecourse for 300 runners. In Alter do Chão, the race depended on the natural water-level dynamics of the Tapajós River to expose the sandy beach strip.
Sustainability and legacy at every destination
The circuit has visited destinations including Chapada dos Veadeiros, São Miguel dos Milagres, Itacaré, Morretes, Bento Gonçalves, Rio do Vento, Serra do Cipó, Costa do Conde, Cumbuco, and Chapada dos Guimarães. The central rule is to never repeat a host city, making meaningful community legacy essential.
Among its environmental practices, the event eliminated single-use plastic cups at hydration stations—requiring runners to carry their own vessels—and banned original supplement packaging along trail sections. Working alongside environmental agencies such as ICMBio, the project enabled structural improvements, including reopening public trails in Chapada dos Guimarães that had been closed for a decade, while fostering a running culture in communities with limited prior access to organized sports.
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