Olympikus outlines his future with Vanderlei Cordeiro de Lima and supertennis – 09/15/2023 – In the Race

What Olympikus has done in recent years is breathtaking. The brand was synonymous with cheap products of dubious quality. In just over three years, the company launched a complete line of running shoes, gained recognition from athletes, positioned itself among the sales leaders, and did all this with products that cost less than imported competitors. In a supporting role, the company is currently fighting for protagonism in the Brazilian market.

And what’s left for Olympikus to take the next step? In the opinion of Marcio Callage, marketing director at Vulcabras, “a hero was missing”.

At the end of last month, Olympikus announced a sponsorship contract with former marathon runner Vanderlei Cordeiro de Lima. For those who don’t remember (is there anyone who doesn’t remember?), Vanderlei was leading the Athens marathon at the 2004 Olympic Games when he was hit by an Irish priest at km 35. Vanderlei even managed to get back into the race, but with a compromised pace. and in pain due to the knees he received from the gatecrasher, he was overtaken by two competitors and entered the Olympic stadium to cross the finish line in third place. And it was there that the athlete became a legend. Instead of regretting, Vanderlei did the “little plane” and celebrated winning the bronze. A practical lesson in what the Olympic spirit is — or should be —. For this gesture, he became the only South American to receive the Pierre de Coubertin medal, intended for Olympic heroes. The rest is history.

Starting this month, Vanderlei should occupy a prominent position within Olympikus’ marketing strategy. For the second semester there will be a documentary about the athlete — a project kept confidential, but which will be broadcast on a “major streaming”. In November, Vanderlei will run the Athens marathon again, with the support of Olympikus. This time, to receive the well-deserved honors.

The symbiosis between the company and the athlete is clear. With Vanderlei, Olympikus gains soul, muscle and relevance. Level up. And with the company’s support, Vanderlei once again receives the prominence he should never have lost. A country with few heroes, Brazil could not afford to ignore Vanderlei.

Vanderlei remains active. In the most recent stage of Bota Pra Correr — a running festival that Olympikus promotes twice a year in paradisiacal and less obvious tourist destinations in the country — the marathon runner showed that he is in shape. He won the 11 km race with more than 10 minutes ahead of second place. As the purpose of the race was the party, not the competition, Vanderlei was disqualified for “excessive speed”. He, of course, laughed. Vanderlei is not just driven by trophies and medals, as we already know.

After the test, hugs, selfies and lots of smiles. Vanderlei is not the idol that intimidates. Ordinary people recognize and identify with it. They get closer, touch, share their stories with the Olympic legend. To me, it makes sense. After all, every amateur runner does their best, doesn’t win the race and still crosses the finish line happy. Vanderlei represents us.

Supertennis

After the race, held in Costa do Conde, Paraíba, Callage took the opportunity to speak to the journalists present. On the Na Corrida blog, the executive confirmed the rumor that Olympikus is working on manufacturing a super plate tennis shoe for the first half of next year.

“We’re going to try to launch the sneakers for the São Paulo marathon in April, but we might not have time,” explained Callage.

When asked about the price of the product, he said it was a delicate issue. “On the one hand, we want to offer an affordable product. On the other hand, the inputs are expensive.” There is still a question of perception. If the new sneaker is too cheap, people may unconsciously think it’s not that good. It’s sad, but that’s how the human mind operates.

However, the blog allows itself to speculate about the value of the future launch. Let it be clear that this is a guess, ok? The price must be between the psychological barrier of R$999 and R$1299, the amount charged today by Fila on the Racer Carbon 2, the natural competitor of the Olympikus model. You can charge me later.

The journalist traveled to Conde (PB) at the invitation of Olympikus.

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