Driven by social networks, street races, and increasingly diverse communities, running has carved out a space in the routine of those seeking movement, well-being, and a break in the midst of urban chaos. But for many, running goes beyond physical exercise: it is also about listening, connection, silence, and transformation.
To better understand this trend, The Summer Hunter, in partnership with Netshoes, launches the web series “What do I think when I run?”. Divided into eight mini episodes filmed in São Paulo, Rio de Janeiro, and Belo Horizonte, the production brings real stories of people who find in running a physical and emotional refuge, from beginners to the most experienced.
“Running is one of the sports activities most linked to well-being and the pursuit of a better quality of life, a scenario that is very much aligned with Netshoes’ brand positioning,” says Bruno Molina, social media and influencer manager at the company. “This documentary speaks directly to our audience and fully aligns with our intention as a brand, which is to promote sports practice, always at each individual’s pace.”
Inspired by Haruki Murakami’s book What I Talk About When I Talk About Running, the audiovisual project explores broader and more philosophical themes to understand what motivates someone to run — and what goes through their mind during this movement, from the most mundane thoughts to the most secret desires. The interviews were literally recorded on the run, while the characters ran. The goal was to convey the authenticity of running, including moments of tiredness, breaks, and hydration, along with everyday topics like relationships, freedom, overcoming, spirituality, and loneliness.
Some of the characters from the episodes include:
.Thiago Mota, publicist who lost 25 kg and found in running a way to nurture self-love and care for the body and mind.
. Liza Simões , a model from Minas Gerais who practices imperfect sustainability: collects garbage while running on trails, seeking a balance between health and the environment.
. Ellen Valias , a half marathon runner, consultant, and mother, who founded the Athletes of Weight platform to promote the inclusion of fat people in sports and speak openly about motherhood and real body.
. Bernardo Lamarca , a Rio de Janeiro publicist who rediscovered the pleasure of running — and a way to create content — after a serious accident.
. Márcio Souza, bicampeão do Xterra, who at 50 faces trails as a challenge and fun.
The series reinforces how running can become a self-care ritual — a moment to organize thoughts and move forward.
The initiative marks Netshoes’ commitment to expanding the conversation about sports, well-being, and above all, about running, which is gaining more and more prominence in the brand. For The Summer Hunter, which believes that summer is more than a season of the year, it is a state of mind and likes to look at the sunny side of life, running represents a possible break in any routine, season, or city.
The episodes will be available on the social media of The Summer Hunter and Netshoes weekly, starting from May 23rd.
Technical Information “What do I think when I run?”
General Direction: Ricardo MorenoDirection: Fefê VillaçaEditing: Fefe VillaçaSP Photography Direction: Anderson CabsGeneral Photography Direction: Daniel BatistaBH Photography Direction: Guilherme CambraiaSP Photography Direction: Pheliip AtilaExecutive Production: Fefê Villaça and HikeSoundtrack: Diego DeclieRJ Direction Assistant: Alberto AguinagaBH Photo Assistant: FelixResearch and script: Manu StelzerClient: NetshoesPlatform: The Summer Hunter
