Sports
Trail Running in Brazil: Brands, Growth, and the Ideal Connection
Cado Santos of Milk Comunicação and Sidney Togumi uncover the dynamic between sports marketing and the growing world of trail running.
In this episode of Stemma na Trilha, Sidney Togumi hosts Cado Santos, director of Milk Comunicação, for a revealing chat. They explore the evolution of sports marketing, the market differences between trail and road running, and how brands can authentically connect with this growing niche in Brazil.
In the third episode of Stemma na Trilha, Sidney Togumi chats with his long-time friend and professional partner, Cado Santos. Cado, who is also co-host of Radar Stemma and executive director of Milk Comunicação, brings his vast experience in sports marketing to discuss how brands perceive and connect with the world of trail running in Brazil. Beyond his professional role, Cado is a running enthusiast, having completed his first marathon in 2008 and currently being coached by Sidney, with ambitious plans such as the Comrades ultramarathon.
PUBLICIDADE (GAM) — 1250x250
The Evolution of Sports Marketing and the Niche Era
Cado Santos reflects on the profound transformations in sports marketing over the past 20 years. He highlights that, although the fundamental goal of brands—connecting with consumers to sell products—remains the same, channels and strategies have changed radically. Previously, media was concentrated (newspapers, TV, radio), and opinion leaders (like Eduardo Akira in athletics) operated analogically, through personal contact. Today, digitalization has multiplied channels, and each individual has become a potential channel, transforming the former opinion leaders into digital influencers.
Founded by Cado in 2004, Milk Comunicação is an example of this adaptation. Born with a focus on direct marketing, the agency gradually specialized, first in physical activity, and is now a reference in all types of running, embracing the philosophy of ultra-niche. For Cado, this specialization is the key to success, allowing a deeper and more authentic connection with the target audience, instead of seeking generic scale.
Trail Running: A Giant on the Rise?
Comparing trail running with road running in Brazil, Cado presents data that quantifies the market. While road running reaches about 18 million practitioners (according to Box 1824 research), trail running is still a smaller niche, estimated between 200,000 and 500,000 people. However, the growth curve of trail running is proportionally larger. Many road runners seek new challenges and experiences, migrating to the trails.
A striking characteristic of trail running is the specificity of its products. Unlike road shoes, which are often used as lifestyle items, trail shoes are designed for performance and durability. This specificity creates an interesting battleground between brands 100% dedicated to trail, such as Columbia, Salomon, The North Face, and Norda, and the trail divisions of major players like Mizuno, Asics, Nike, and Adidas.
Authentic Connection: Brands and the Trail Runner
Cado emphasizes that brand sponsorship is not a high-risk "bet," but a strategic investment with an expected return. For event organizers or athletes seeking support, the key is to build something "incredible" that already has recognition and engagement. He cites examples such as the SP City Marathon, Circuito Athenas, and Circuito 100% Você, which stood out for their quality and experience, attracting brands that often sought them out. Brands like Forcell, for instance, demonstrate how a niche product can grow and integrate into larger events.
Authenticity is a central value in trail running. Cado observes that the trail community, with its connection to nature and pursuit of mental health, offers a conducive environment for brands looking to build deeper relationships. He compares this sentiment to the anecdote of Vitória residents who prefer the city's beauty not to be widely publicized, to preserve its essence. This "resistance" to commercialization, seen in discussions about the UTMB, reflects the desire to maintain the sport's soul.
Cado concludes that the most successful brands in trail running are those that look beyond immediate profit, seeking to help the sport grow sustainably. The reflection on personal ambition versus satisfaction with what one has resonates with the spirit of trail running: it's not about not wanting to scale, but about aligning expectations and enjoying the journey.
Despite the challenges and different perspectives, the passion for trail running continues to drive its growth. The story of a balloon that landed in a tree during the 2017 launch of Mizuno's Sky shoe serves as an amusing analogy for the unforeseen events and adventures that shape experiences, both in marketing and on life's trails.
PUBLICIDADE (GAM) — 1250x250
