Stemma Radar: Records, Partnerships, and Running as Refuge

Stemma Sports and Ticket Sports: A Partnership for the Community

Ticket Sports, the largest sports event registration platform in Latin America, announced a partnership with Stemma Sports. The collaboration aims to strengthen the connection with the sports community, going beyond just the registration process. To celebrate, Ticket Sports CEO Daniel Krutman made R$1,000 vouchers available to be raffled off in the Stemma China episode, plus an additional R$250 per program for the Stemma Podcast and Girls Who Run podcasts, totaling R$1,000 monthly. An opportunity for listeners to secure their spots in future races.

London Marathon and the Sub-2h Discussion

The London Marathon was the center of attention, with hosts discussing the 1:59:30 mark attributed to a runner named Sebastian Sacher, who reportedly broke the world record by running under 2 hours – a feat previously achieved by Kipchoge under controlled conditions. The debate revolved around factors that would have contributed to such a result, such as nutrition (over 100g of carbohydrates per hour) and shoe technology, specifically the Adidas Adizero Adios Pro Evo 3, weighing 97g and costing $500, which sold out in minutes and reached sky-high prices in the resale market. Cado Santos highlighted that, for Adidas, the sub-2h was a marketing case study, boosting brand value and demand for high-performance products. Even Nike, its historical rival, congratulated the achievement, in a rare gesture of recognition that transcends commercial rivalry.

Beyond the record discussion, London celebrated the participation of 59,000 finishers, a world record for a marathon, which earned all participants an entry into the Guinness World Records. The race also stood out for the creativity of its runners, with costumes that defied logic (train, Transformer, accordion player) and inspiring stories, such as Jordan Adams, who ran carrying a 25 kg refrigerator to raise awareness about frontotemporal dementia. The audience, with humorous signs, was also part of the spectacle.

Running as a Refuge in an Algorithmic World

A study by Heineken in partnership with Box 1824, titled 'Reset da Mesmice' (Resetting the Sameness), revealed that running is becoming a space for autonomy in an increasingly digital world. For 63.8% of runners, the practice is a moment when the outcome depends solely on them. Additionally, 62.5% see running as a way to make new friends outside the digital environment. However, there's a paradox: even as a refuge, running is invaded by metrics and apps, with 26.4% already perceiving this influence. Still, disconnection brings benefits, with 44.8% reporting more mental clarity and 40% more energy in daily life.

News Roundup: Puma, Anta, CBAt, and New Balance

Puma Project Three: The brand innovated by awarding sub-elites at the London Marathon, distributing $171,000 in prizes to 176 runners from 16 countries who improved their personal bests, encouraging performance within the middle of the pack.

Santa Monica to Las Vegas Ultramarathon: Brazilian Gabriel Barros set a new solo world record in The Speed Project, running 500-550 km from Los Angeles to Las Vegas in 67 hours and 15 minutes, crossing the desert in an extreme endurance race.

Hamburg Marathon: Brazilian João Barnevitz achieved a new personal best, completing the marathon in 2:28.

Anta Sports: The Chinese giant achieved annual revenue of over 10 billion euros, growing by 13.3% and solidifying its position as the third largest in the world, behind only Nike and Adidas. However, net profit fell by 7.8% due to costs and investments, leading the company to plan the closure of 160 retail points by 2026.

CBAt and Race Safety: The Brazilian Athletics Confederation (CBAt) launched a safety and emergency plan for races, with guidelines based on international standards. The plan includes mandatory medical directors, detailed planning, ambulances, and defibrillators, in addition to reinforcing the athlete's responsibility for their own health condition.

New Balance 'Elite': In contrast to the obsession with performance, New Balance launched the 'Elite' model in Brazil, with the proposal to rediscover the joy of running without a watch. Featuring Fresh Foam X technology, an 8mm drop, and weighing 274g, the shoe is designed for light training and recovery, priced at R$999.

Comrades, Shanghai, Athens, and the 'Bandits' Controversy

Comrades Marathon 2027: The 100-year anniversary edition of the ultramarathon, scheduled for June 13, 2027, is already stirring the market. With an expected 30,000 participants, the registration process will have a priority phase for 10,000 spots (international and recurring), followed by a lottery. Registrations are expected to open between late June and early July.

Shanghai Marathon: The Chinese race has opened registrations for 2026 and continues its pursuit of World Marathon Major status. Although operating on a lottery model, the organization faces 104 stringent criteria to join the select group of Majors, making it a complex challenge.

Athens Marathon 'The Authentic': Registrations for the 43rd edition, on November 8, are open. With its original course between Marathon and the Panathenaic Stadium, the race recreates the path of the messenger Pheidippides, offering an experience rich in historical symbolism.

Ticket Sports Survey on 'Bandits': Ticket Sports launched a survey to gather opinions on the presence of unregistered runners ('bandits') in races. The controversial topic involves safety, organization, and the experience of regular participants, and the survey seeks to map the community's behavior and perceptions.

Nike 'Jewel' Medal: With the experience in mind, Nike innovated the medal for the After Dark Tour 2026, its series of women's half marathons. Instead of traditional metal, the medal will be a wearable accessory, similar to a necklace with a sophisticated design, transforming the achievement into a lifestyle item.

Strava Art: Running and Drawing with GPS

'Strava Art' is a category created by users who transform their running routes into drawings using GPS. Some plan complex routes to create impressive images, like runner Junior Double. However, not all works are planned; one runner, unintentionally, created a 'giant phallic drawing' on his Strava, which went viral. The creativity of athletes shows how technology can be used beyond performance, turning the city into a canvas for artistic expression.