Samantha Zucco inaugurates Athinama e-commerce with the premise of bringing more comfort and quality in gym clothes

It was during her bodybuilding training that Samantha Zucco, 23, saw the possibility of undertaking.Law student, the young woman was always passionate about sports, but found difficulties with the training clothes, which were often uncomfortable or did not value the silhouette satisfactorily.

Athinama was born. Even being a newcomer in entrepreneurship and the fashion market, Zucco decided to research the fitness industry and launch a high performance sportswear brand, which offered greater comfort, performance and appreciation of the body, without transparency problems.

Athinama is expected to be launched on the market in the first week of December, with pieces initially aimed at the female audience, with an average value of R$ 191.00 and an initial investment of R$ 200 thousand. The collection includes jackets, pants, tops and shorts, highlighting the pieces seamless, technology that allows a production without apparent seams. All parts are made in Brazil and use imported machinery, have fabrics that incorporate LYCRA wires, ensuring softness, quick drying and the feeling of a “second skin”, without compromising comfort or mobility.

About to graduate in law at Mackenzie Presbyterian University, the young entrepreneur highlights that the biggest challenge of the first venture is to invest in an area parallel to her career. “A part of the fashion itself, to create the products, is being the most challenging. My style is basic, I low profile. I wanted to create a style that valued the woman's body during training without losing mobility”, defines. Samantha also explains the origin of the brand name: “Athinama came from the junction of my name with the English term, which is ̄atlhetic. I wanted a personality and a proper name for my brand that made sense with the fitness world”.

In light of the pattern of behavior and consumption in Generation Z, Samantha decided to undertake through e-commerce and dialogue directly with her target audience using Instagram and TikTok. A study released in October by Big Data Corp, on the profile of E-commerce in Brazil corroborates the strategy. The research reveals that the marketing model has been the most common among Generation Z and that 75% of virtual stores also stand out in social networks in communication with the consumer public born in the 2000s.