Sports
Chinese Brands in Brazil: The Challenge Beyond Technology
Igor Santos of Keep Running analyzes the role of branding in performance retail and the trust barrier among runners.
In a discussion on the running market, Igor Santos breaks down Keep Running's journey and examines Chinese footwear brands entering Brazil. The expert explains why cutting-edge technology alone fails to gain traction without long-term brand building.
The expansion of the road running market in Brazil has transformed consumer behavior and paved the way for new running shoe technologies. To understand the dynamics between innovation, specialty retail, and brand positioning, Igor Santos, co-founder and partner at Keep Running, analyzed the landscape of Chinese manufacturers and their challenges in winning over amateur and elite runners.
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From the garage to a specialty hub on Sena Madureira
Keep Running's journey reflects the professionalization of niche retail in Brazil. Born in the digital space and initially operated by Igor and his wife, Bel, the company grew by focusing on top-tier performance products, producing technical content on footwear and gear to fill an information gap for runners.
As demand surged and the need to build deeper connections with customers grew, operations expanded into a brick-and-mortar store on Sena Madureira Street in São Paulo. The venue was designed as a 360-degree hub for athletes, combining retail, sports physical therapy, and velocity-based training (VBT), a strength methodology applied to high-performance athletes.
The 361 Degrees case and the marketing barrier
Discussing the presence of Chinese brands in Brazil, Igor recalled the experience with 361 Degrees around the Rio 2016 Olympic Games. While the brand offered well-constructed models and competitive technology—such as the Ortega trail line—its products struggled to gain sales momentum in the domestic market.
The assessment is that outfitting Olympic volunteers failed to establish a genuine connection with everyday runners. Without consistent communication, race-day activations, and storytelling, even high-quality technical products faced uphill battles to secure lasting shelf space in Brazil.
The challenge for brands like Anta, Li Ning, and Xtep
Asian market giants like Anta, Li Ning, and Xtep boast massive R&D budgets, engineering responsive foams and carbon-plated super shoes on par with global leaders. However, Igor notes that Western consumers remain hesitant to spend top dollar on unfamiliar names.
When a runner decides to invest between R$ 1,500 and R$ 2,000 in performance shoes, trust outweighs technological curiosity. Runners typically gravitate toward models validated socially or proven in major marathons, requiring Chinese brands to commit to long-term work alongside athletes, influencers, and local events.
Olympikus and the strategy of brand elevation
To illustrate the power of brand consistency, Igor highlighted the turnaround of Brazilian brand Olympikus. Ongoing presence at dozens of official races, grassroots running club support, and the success of the Corre line completely transformed domestic consumer perception.
Releasing limited-edition, top-of-the-line halo models—such as expensive hyper shoes—serves as an anchor for both marketing and engineering. This strategy demonstrates peak technical capability, boosts brand credibility among discerning runners, and elevates the perceived value of entry-level and mid-range lineups.
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