Driven by social media, street races, and increasingly diverse communities, running has gained a place in the routine of those seeking movement, well-being, and a break in the midst of 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, theThe Summer Hunterin partnership with theNetshoeslaunches 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 features 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 connected 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 directly speaks to our audience and fully aligns with our brand's intention of promoting sports practice, always at each person's own pace.
Inspired by the bookWhat I Talk About When I Talk About Running, by Haruki Murakami, the audiovisual project explores broader and philosophical themes to understand what motivates someone to run — and what goes through their mind during that movement, from the most mundane thoughts to the most secret desires. The interviews were recorded, literally, in a rush, while the characters were running. The goal was to convey the authenticity of the race, including moments of fatigue, pauses, and hydration, along with everyday themes such as relationships, freedom, overcoming, spirituality, and solitude.
Some of the characters from the episodes are:
. Thiago MotaA marketer who lost 25 kg and found running as a way to cultivate self-love and care for the body and mind.
.Liza SimõesMineira model that practices imperfect sustainability: collects trash while running along trails, seeking a balance between health and the environment.
. Ellen Valias, half-marathon runner, consultant, and mother, who founded the platform Atletas de Peso to promote the inclusion of overweight people in sports and to openly discuss motherhood and real bodies.
. Bernardo Lamarcaa carioca advertising professional who rediscovered the joy of running — and a way to create content — after a serious hit-and-run.
. Márcio SouzaTwo-time Xterra champion, who at 50 years old faces trails as a challenge and fun.
The series emphasizes how the act of running can become a self-care ritual — a moment to organize thoughts and move forward.
The initiative marks the commitment of theNetshoesto expand the conversation about sports, well-being, and especially about running, which is increasingly gaining prominence in the brand. Already for theThe Summer Hunter, who believes that summer is more than a season of the year, it is a state of mind and enjoys looking at the sunny side of life, the run represents a possible breath of fresh air in any routine, season, or city.
The episodes will be available on the social media channels of The Summer Hunter and Netshoes weekly, starting from May 23rd.
Technical Sheet "What I think about when I run?"
General Direction: Ricardo Moreno Direction: Fefê Villaça Editing: Fefe Villaça Director of Photography SP: Anderson Cabs Chief Director of Photography: Daniel Batista Director of Photography BH: Guilherme Cambraia Director of Photography SP: Pheliip Atila Executive Production: Fefê Villaça and Hike Trail: Diego Declie Assistant Director RJ: Alberto Aguinaga Photo Assistance BH: Felix Research and agenda: Manu Stelzer Client: Netshoes Platform: The Summer Hunter
