Blog and Ideas
August 22, 2013
By Jorge Chávez

Nike Free Flyknit Launched in Sierra Tarahumara

Nike took a unique approach to present Nike Free Flyknit in the Sierra Tarahumara.

Nike Free Flyknit Launched in Sierra Tarahumara

Rarámuri tribe is an aboriginal culture known for its ancient running traditions, including barefoot running and to demonstrate the power of natural running, Nike Mexico brought an expedition to visit Sierra Tarahumara.

Nike took a unique approach to present Nike Free Flyknit, a new generation of running footwear designed to flex with the foot in motion and informed by Nike’s “Nature Amplified” design ethos — an approach fueled by scientific data and athlete insights.

“Aligned with Nike’s Nature Amplified ethos, we believe the Rarámuri are a great inspiration since they embody a philosophy where running is a natural part of their life as well as an unlimited source of well-being and enjoyment,” said Luis Godinez, Nike Mexico Running Brand Manager.

To demonstrate the power of natural running, Nike Mexico brought media, influencers and runners to visit Sierra Tarahumara and the Raramuri tribe.

The experience began in Guachochi, Chihuahua, one of the most iconic Raramuri cities.

The journey culminated in a six-mile race in the canyons of Barranca de la Sinforosa, the route the Rarámuris take for their traditional 10- to 50-mile runs. Runners hit the dry, rocky trail in the new Nike Free Flyknit shoes while taking in the incredible views of Barranca del Cobre, Chihuahua.

Jorge Chavez is Senior Editor at Mijo! Brands in Mexico.

Click here to read more current trends.

 

Your brand can become the next big rock star!

Contact us to find out what we can do to help.

Mijo! Brands

info@mijobrands.com
Mexico (55) 8526 2777
US/Canada 1 (415) 890 2056

Ciudad de Mexico
Ciudad de Mexico
(55) 8526 2777
Av. Paseo de la Reforma 195 Piso 4
Col. Cuauhtémoc
Puerto Vallarta
Puerto Vallarta
(322) 308 0007
Manuel M. Dieguez 266 Altos
Col. Emiliano Zapata