Karina Barcellos: Run Clubs, Culture & Sports Marketing

Childhood in sports and Gen Z's running movement

Encouraged by her family and school competitions from an early age in swimming and team sports, Karina analyzes the recent explosion of road running. She highlights that Gen Z is turning to running collectives and run clubs not only for fitness, but primarily for a sense of belonging and socialization in contrast to digital isolation.

Social impact at Bauducco and filming Christmas in the Amazon

During her tenure at Bauducco, Karina led social responsibility initiatives and spearheaded a Christmas campaign film shot in the Amazon in partnership with the Fitcarraldo project. The initiative delivered art, culture, equipment donations, and structural support to remote riverine communities, demonstrating the power of authentic storytelling.

Women in sports, social hurdles, and the female athletic market

The conversation highlights the obstacles women still face when engaging in sports, including social judgment, overloaded routines, and safety concerns about running alone. Karina and the hosts stress the urgent need for brands to design products with cuts and technologies tailored specifically for female bodies, moving beyond superficial adaptations.

How brands build authentic communities

To build sustainable running communities, sports brands must prioritize consistency and coherence rather than relying on one-off marketing stunts. Karina emphasizes that consumers quickly spot artificial efforts and deeply value spaces where they feel genuinely welcomed and part of a movement.

Evaluating content creators and social media authenticity

When evaluating content creators for brand partnerships, the decisive metric is genuine audience engagement and sentiment, rather than vanity follower counts or rigid aesthetic templates. The executive advocates for creators who showcase real everyday life, embracing imperfections and honest training routines.

Grounding routines and wellness amidst corporate demands

Living and working in fast-paced São Paulo, Karina relies on essential habits to stay grounded: daily reading, strength training, running, Brazilian Jiu-Jitsu, and downtime in nature with friends in the countryside.

Career transition and joining ASICS

After five years at Centauro, Karina closed that chapter naturally and followed her intuition to join the ASICS marketing team. She celebrates working directly within the brand's core running ecosystem and taking on international projects, such as participating in the global launch of the Superblast 3 in Seville.

Family bonds and navigating distance

Raised to be independent, Karina opens up about managing the distance from her family in Campinas and navigating the loss of her father in 2022. Her father's perspective—that parents find fulfillment in their children's happiness—helps bring positive meaning to physical distance.

Envisioning impact projects for women in sports

When asked to design a project without budget constraints, Karina would prioritize active listening research with women across different regions of Brazil. Her goal is to understand real, localized needs in order to develop meaningful social solutions before launching any marketing campaigns.

Championing sports accessibility for people with disabilities

Serving as a guide runner in road races since 2017 and inspired by the ASICS partnership with the Brazilian Paralympic Committee, Karina reinforces her dream of creating initiatives that expand infrastructure and access to sports for people with disabilities.