Centauro Transforms Avenida Paulista Into Open-Air Gym For Health Enthusiasts
On February 9, 2025, Centauro will take to the streets, turning Avenida Paulista in São Paulo, Brazil,into an expansive outdoor gym with its "Fit na Rua" initiative, inviting residents to kickstart their year by sweating for exclusive discounts.
This much-anticipated event, which will run from 9 AM to 4 PM, promises to engage the community with free fitness classes, sports equipment stations, and wellness activities. The initiative is expected to attract approximately 19,600 direct participants and reach over 100,000 indirectly. This undertaking aims not only to promote physical health but also to strengthen Centauro's connection with its customers.
"More than just a momentary activation, Fit na Rua is strategic for Centauro as we look to engage with our target audience and solidify our emotional connection with them," says Gleyce Oliveira, Centauro's marketing director. Participants will enjoy free classes on fit dance, stretching, and yoga, along with access to 30 various athletic machines, such as treadmills, stationary bikes, and ellipticals.
A major part of the event is the competitive element where participants can earn points through physical activity, which can be exchanged for discount vouchers usable at Centauro stores and online. Along with these incentives, several giveaways will occur, featuring items like Oxer t-shirts and gift vouchers, bolstering engagement and encouraging active participation.
"By bringing this experience to one of São Paulo's most iconic locations, we want to reinforce Centauro's purpose of encouraging sports practice and promoting well-being inclusively," Gleyce Oliveira explains. The beginning of the year serves as a strategic time to engage consumers seeking healthier lifestyles, allowing Centauro to be at the forefront of such intentions.
Creating immersive experiences is at the core of this event. Beyond physical activities, Fit na Rua places equal importance on mental well-being, featuring relaxation areas and live performances from local DJs and artists throughout the day. These efforts aim to broaden the scope of health to encompass not just physical fitness but overall wellness.
"Transforming Avenida Paulista is both challenging and opportune for reinforcing Centauro's presence within consumers' minds," remarks Alexandre Carmona, managing partner at Innova AATB, who is responsible for executing these initiatives. Such events cultivate memorable experiences and have tangible impacts on how the brand is perceived by its audience.
Specifics of the event include:
- Location: Shopping Cidade São Paulo, Avenida Paulista, 1230 - Bela Vista - São Paulo - SP
- Time: 9 AM to 4 PM
- Activities: Free fit dance, yoga, and stretching classes led by experienced instructors and influencers such as Allan Ramírez and Zeka Ramos.
- Local Entertainment: Musical performances throughout the day, featuring celebrated acts like Picanha de Chernobill and Myrella Nascimento
The Centauro boutique located at Avenida Paulista will also host its mini-events, including yoga and mobility classes, providing additional interactive features for patrons. The store's schedule includes:
- 10:30 AM: Fit Dance class with Allan Ramírez
- 12:30 PM: Mobility training with Zeka Ramos
- 2 PM: Yoga class
- 3 PM: Additional Fit Dance session with Sabrina Rocha
To complement this push for fitness, Centauro has launched attractive promotions on its website and app, showcasing discounts of up to 75% until February 7, 2025, with additional deals rolling out at physical locations the following week.
The "Fit na Rua" project embodies Centauro’s mission of making fitness accessible and inviting. By fostering community engagement and introducing new potential customers to their brand and stores, the event signifies the retailer’s commitment to promoting active lifestyles.
More than just physical workouts, Centauro's endeavor this February carries the promise of revitalization for participants looking to embrace health and wellbeing as their New Year resolutions, engaging both experienced fitness enthusiasts and newcomers alike.
For individuals eager to join, participation is free, making it easier to step out, explore new fitness options, and be part of this unique celebration of physical and mental wellness.