Track & Field Experience Running

The Inter-Venue Race, a Club tradition, reached its 20th edition in 2024. The board decided to reinvent it to broaden the audience and give members more safety along the route. I created the concept, the name and the positioning of the new race, Track & Field Experience Running Clube Curitibano, held on August 31, 2025 at the Romão Rodrigues Branco venue, in Quatro Barras.

I managed the relationship with partner brand Track & Field, with the other brands and with the influencers, in a partnership with brand application and joint promotion, and coordinated the graphic design aligned with Track & Field's identity. I planned the promotion from April and wrote the press releases on the 20% member benefit, the kit pickup and the announcement, the announcer's script for the day and the article in issue 322, as co-author. On the day, I followed the execution and directed the photographers and the audiovisual team.

Event repositioning, concept and brand creation, brand partnership, influencer relations, campaign management and sports communication.

The race had more than 750 registered runners on the 5 km, 10 km and 21 km courses and in the Kids Race, above the largest attendance recorded for an Inter-Venue Race in the reports and magazines from 2023 to 2025. The Inter-Venue Race was made for members, and the new race was open to the public, with categories for members and for the general public, a half marathon and closed, signposted streets in partnership with the Quatro Barras City Hall.

The Inter-Venue Race was beloved by members, but as a street race between the venues, it could not join the city's official race calendar. The Track & Field race was concentrated at the Club's countryside venue and gained closed streets in partnership with the Quatro Barras City Hall. It opened registration to the public and added a partner brand, activations, a half marathon and a post-race area exclusive to members, with recovery and a DJ. I turned a board decision into a brand, a concept and an event, and the traditional race gained a format that can grow.