Before we get into the matter, let me ask you an indiscreet question: What did you do between seven in the afternoon on Wednesday and the same time on Thursday? Most likely several things, including eating, sleeping, and stretching your legs. Of all of them Estefanía Unzu, better known by her alias ‘Verdeliss’he only did the last one. And in an unorthodox way. During 24 hours the influencer He dedicated himself to running on a treadmill installed behind a shop window in Madrid.
It is the umpteenth proof of two trends that they walk run hand in hand: business and the fever generated by impossible challenges, a field that Verdeliss know well.
What has happened? If in the last few hours you have stopped by the Decathlon store in Nuevos Ministerios (Orense Street, Madrid) it is quite likely that you have been surprised. On Wednesday the 25th at 7:01 p.m. in its window you could see a treadmill with a runner taking strides. At 2:00 a.m. the image was identical. And at 6:59 p.m. on Thursday the 26th, the same thing happened.
The surprising thing is that during all that time (the 24 hours from 7:00 p.m. on Wednesday to 7:00 p.m. on Thursday) the person who ran on the treadmill was always the same: Verdeliss. His balance: 24 hours of walking and more than 250 km.
Why did he do it? Advertising. The challenge is part of the campaign orchestrated by Decathlon to promote the sneakers Kipride Maxof Kiprunthe brand with which the French chain aspires to expand its space in the growing business athletics and amateur running. In fact, the company has been in charge of giving visibility to the Verdeliss challenge on its networks, with videos, photos, interviews with passers-by and of course to the influencer herselfwho before starting to run assured that his objective is to test his limits.
The underlying purpose: to take advantage of the challenge to give notoriety to the new Decathlin sneakers and provide them with a place in a hypercompetitive market, in which large multinationals such as Adidas or Nike work in different price ranges and frequently launch promotions. Kiprin introduced the Kipride Max ago just a monthpromote them as daily training shoes “designed to offer the brand’s most cushioned and comfortable ride.”
Why Verdeliss? Because of his public profile. Runners there are many. Influencers, too. Estefanía Unizo Ripoll (‘Verdeliss’) has however managed to gain notable fame. And it has done so with two ingredients: an unconventional profile and a commitment to extreme challenges like Decathlon. The influencer Navarre has 40 years, eight children and combines his love for extreme sports with his businesswoman facet and media figure (he reached go through Big Brother).
Since he joined YouTube in 2008, his profile has also changed: from basically publishing family content he has turned towards extreme sports. If his name sounds familiar to you even if you don’t follow current events running maybe it’s because in 2025 he went for it World Marathon Challengea test that consists of seven marathons in seven days and different continents. And that is just one of the challenges he has conquered. Another is the national championship 100 km on the road.
Why is it important? Because Decathlon’s challenge not only tells us about it. It also tells us a lot about the fever (and business) generated around impossible challenges. People like to explore (or see how others explore) physical limits, whether climbing skyscrapersjumping from heart attack distances either swimming and running enormous distances with hardly any breaks.
Behind many of these initiatives there are sponsorships (also campaigns with a more or less solidarity approach) and above all a huge media exposure for those who star in them. Verdeliss, for example, adds some 1.6 million of followers on Instagram and others 2.1 million on YouTube. The organization of extreme events also opens a business avenue: without going any further, participating in the World Marathon Challenge requires paying tens of thousands of euros.
With yesterday’s campaign, Decathlon manages to position itself in a hypercompetitive market and the influencer (beyond the promotional agreement itself) feeds her image as an athlete capable of conquering extraordinary challenges, traveling 255 km in 24 hours. In the background there is another debate: to what extent facing challenges like this pushes the body to its limits. In the past Unzu herself has recognized having done “savages” and who does not seek to be “exemplary.” In fact, he even warns his followers: “Don’t do this in your house.”
Images |Decathlon (IG) and Verdeliss
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