After the success of the first edition of the Continente Night Run, held at Continente Shopping, Almeida Junior announces the expansion of the project to other shopping centers in the network. The indoor race, which brought together 500 athletes and attracted around 2,000 people in one night, is part of the company’s strategy to transform its properties into spaces that go beyond shopping.
Held entirely indoors, the Continente Night Run offered an unprecedented experience to the public, combining sports, health, entertainment, and brand activations in an unexpected environment. The evening program included stretching classes, a DJ, musical performances, interactive characters, and sensory actions along the route, transforming the shopping center into a true sports venue, connecting with different audience profiles.
For Almeida Junior, the positive outcome of the event confirms the potential of initiatives that promote well-being and encourage creative use of shopping spaces. The new goal is to bring the Night Run to other shopping centers in the company, adapting the project to each property’s characteristics and strengthening relationships with local communities.
