Sports
How Brands Build Real Communities and Avoid Forced Marketing
Karina Barcellos discusses consistency, belonging, and behind-the-scenes decision-making in sports marketing.
Discover why building a solid sports community requires daily consistency and authenticity. Karina Barcellos explains how runners spot forced campaigns and what drives a true sense of belonging.
In today's running scene, concepts like community and belonging have become central to major brand strategies. However, there is a fine line between a genuine community and mere disguised marketing. Speaking on Stemma Sports, marketing professional Karina Barcellos shared behind-the-scenes insights and the challenges of building authentic relationships with runners.
PUBLICIDADE (GAM) — 1250x250
Consistency over fleeting buzz
For Karina, the key to establishing a legitimate connection lies in coherence and long-term commitment. When choosing between a one-off high-impact activation and a solid, ongoing strategy, consistency must always come first.
The process resembles an athlete's training routine: the difference lies in daily dedication, even on days when performance does not peak. This persistence builds trust between the audience and the brand, serving as a constant reminder that companies are made of people making decisions.
The runner's sense of belonging
Running consumers have developed a sharp eye for spotting when a campaign feels forced versus when an offer is genuinely authentic. When the team creates an authentic atmosphere, the community's response goes far beyond routine praise for an event.
A practical example of this connection occurred during activations for the Novablast line, where participant feedback highlighted feeling right at home and part of the project, even without being official ambassadors. This level of spontaneous engagement shows that a community's strength lies in its people and the welcoming environment provided, regardless of a brand's corporate scale.
PUBLICIDADE (GAM) — 1250x250
