Chinese Brands and Running: Sérgio Rocha Explores the Future

The running shoe market followed the same path. Sérgio's prediction from three years ago, that "Chinese running shoes will dominate," is now coming true. Brands like 361 Degrees and Li-Ning (with their P-series shoes) already offer high-performance products. The acquisition of a majority stake in Puma by Anta Sports is seen by Sérgio as a strategic step for a global "invasion," leveraging the established distribution network. He notes, however, that "passion and marketing" in sports make brand substitution a more gradual change.

Smartwatches and the User Experience

In the watch segment, Sérgio maintains his conviction in Coros and Amazfit. He was instrumental in introducing Coros to Brazil, recommending the brand to Walter, who is now its distributor. "For me, what I think I liked most about Coros was the app, man," he emphasized, highlighting the simple and objective interface, battery durability, and rotating crown as key differentiators. Coros pioneered features like track mode, and today, with its headquarters in the US but development and technology in China, it competes directly with giants like Garmin.

Amazfit, meanwhile, is "excellent, very good," with constant releases and a focus on runners' needs. Both brands stand out for their connectivity with Brazilian training apps, such as Sisrun and TrainingPeaks, facilitating the routine of athletes and coaches. In contrast, Huawei, despite having ambassadors like Kipchoge and advanced training systems, still faces connectivity challenges with external apps like Strava, making it difficult to recommend to coaches. Sérgio highlights the versatility of Chinese watches, which combine the functionalities of a smartwatch with those of a high-performance sports watch.

The Marathon Scene in China and Controversies

China stands out globally in organizing major running events. Carlos Gueiros and Sérgio Rocha revealed that the country has 47 World Athletics-certified races, including Elite and Gold labels, more than double the second-place country (Spain, with 26). This demonstrates massive investment and organizational excellence, with the Xiamen Marathon (which was formerly platinum) being tipped to become a "Major." A curious fact is that Chinese races often hold lotteries for registration due to high demand.

The conversation also touched on some controversies, such as the 2021 incident at an ultramarathon in China, where organizers ignored storm warnings, resulting in deaths, and a local cave dweller saved many competitors. Another controversial case involved Xtep, which allegedly paid African 'rabbits' to slow down and let a Chinese runner win a race, leading to disqualifications. The discussion about athlete naturalization, such as the attempt to have Kenyan Danielzinho or marathoner Cosghey represent Turkey, was also addressed, with World Athletics vetoing the practice to preserve the integrity of the sport.

The “Brasil Gigante” Project: Valuing National Running

Sérgio Rocha shared the exciting story of Brasil Gigante, a circuit of eight Brazilian marathons with the goal of "encouraging people to run marathons in Brazil" and get to know national races. The idea was born from a conversation with an investor at the Floripa Marathon, and even after funding challenges, Sérgio managed to mobilize organizers and partners like Open Results and Krutman to make the project happen.

The circuit requires races to have the CBAt Gold Seal, ensuring a minimum standard of quality and safety, including anti-doping control. The eight marathons that are part of the circuit are Porto Alegre, Maratona do Paraná, Floripa, São Paulo, Campo Grande, Salvador, Aracaju, and João Pessoa. The project aims to "break the socioeconomic bubble," making the marathon experience more accessible and encouraging sports tourism within the country. Sérgio highlights the unique experiences of the Northeast races, with lively and long-lasting post-race parties, in contrast to the rush to leave seen in other regions.

With over 4,700 registered participants and projections for 5,000 soon, Brasil Gigante is already planning the delivery of the first mandalas in Aracaju later this year. In addition to the mandalas, the circuit will offer collectible bracelets and charms for participants, creating a sense of community and achievement.

Corrida no Ar News and Innovation with AI

Beyond his market insights, Sérgio detailed the evolution and routine of his daily program, Corrida no Ar News. The format, resembling a morning "radio show," delivers running news and analyses from Monday to Friday with great consistency. The inspiration came from the "Loop Matinal" podcast, and Sérgio adapted the model for the running world, making intensive use of Artificial Intelligence.

Sérgio revealed that AI is fundamental to his content creation process, automating the generation of newsletters, video descriptions, title suggestions, captions, and time tags. "I don't need to review anymore," he said, demonstrating his trust in the tool, which is instructed to strictly use the transcription and not invent information. This optimization has allowed Sérgio to maintain consistency and focus on editorial quality, making Corrida no Ar News a habit for many runners seeking to stay informed.

The chat between Fábio Bessa, Carlos Gueiros, and Sérgio Rocha demonstrated how innovation, passion for the sport, and strategic vision are shaping the future of running, both on the global stage with the rise of Chinese brands and in Brazil with initiatives like Brasil Gigante. It's an invitation to look at the future of running with curiosity and an open mind, exploring new technologies and valuing local experiences.