Driven by social media, street races, and increasingly diverse communities, running has gained space in the routine of those seeking movement, well-being, and a break from urban chaos. But for many people, running goes beyond physical exercise: it’s also about listening, connection, silence, and transformation.
To better understand this trend, the 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 aligns perfectly with Netshoes’ brand positioning,’ says Bruno Molina, the company’s social media and influence manager. ‘This documentary speaks directly to our audience and fully meets our intention as a brand, which is to promote sports practice, always at each individual’s pace.’
Inspired by the book What I Talk About When I Talk About Running, by Haruki Murakami, 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 deepest desires. The interviews were literally recorded on the run while the characters were running. The goal was to convey the authenticity of running, including moments of fatigue, breaks, and hydration, alongside everyday themes like relationships, freedom, overcoming, spirituality, and loneliness.
Some of the characters featured in the episodes are:
. Thiago Mota, an advertising professional who lost 25 kg and found in running a way to cultivate self-love and care for the body and mind.
. Liza Simões, a model from Minas Gerais who practices imperfect sustainability: she picks up trash while running on trails, seeking balance between health and the environment.
. Ellen Valias, a half-marathoner, consultant, and mother, who founded the platform ‘Atletas de Peso’ to promote the inclusion of plus-size people in sports and openly discuss motherhood and real bodies.
. Bernardo Lamarca, a Rio-based advertising professional who rediscovered the joy of running—and a way to create content—after a serious accident.
. Márcio Souza, a two-time Xterra champion who, at 50, tackles trails as a challenge and fun.
The series reinforces how the act of running can transform into a self-care ritual—a moment to organize thoughts and move forward.
The initiative marks Netshoes ‘s commitment to expanding the conversation about sports, well-being, and especially running, which is gaining increasing prominence for the brand. As for The Summer Hunter , which believes summer is more than a season—it’s a state of mind and enjoys looking at the sunny side of life, running represents a possible breather in any routine, season, or city.
The episodes will be available weekly on The Summer Hunter and Netshoes’ social media starting May 23.
Credits for ‘What Do I Think When I Run?’
General Direction: Ricardo MorenoDirection: Fefê VillaçaEditing: Fefe VillaçaSão Paulo Photography Direction: Anderson CabsGeneral Photography Direction: Daniel BatistaBelo Horizonte Photography Direction: Guilherme CambraiaSão Paulo Photography Direction: Pheliip AtilaExecutive Production: Fefê Villaça and HikeSoundtrack: Diego DeclieRio de Janeiro Assistant Direction: Alberto AguinagaBelo Horizonte Photography Assistance: FelixResearch and Script: Manu StelzerClient: NetshoesPlatform: The Summer Hunter
