Invading Madrid

29 July 2016 0 Comments Category: Active Lifestyle, blog, Robert Nieuwland

PART 1: Invading Madrid on Salomon Sneakers

Sports and Madrid go hand in hand. Not just because I say so; just take a peek in the Retiro Park at any moment of the day or visit Casa de Campo to find out for your yourself. But still, people are somewhat surprised when they suddenly see a group of 30 runners approach them on Plaza Mayor.

It’s easy to live an active lifestyle in Madrid, at least as far as the options to choose from is concerned. You have the ‘traditional’ options (the city is filled with parks and gyms and there are running events to choose from almost all year round and basically each weekend). The mountains are less than an hour away from the center, offering an endless array of possibilities for outdoor enthusiasts. But today I would like to highlight an initiative I consider is unique and definitely worth trying: Salomon Afterwork Runs.

Salomon in Urban Sports?

When Salomon asked me to organize their marketing events last year, for their new urban running line, I was thrilled. This mountain sports brand is the reference for all others in trail running and well known in skiing and hiking, but in the market of urban running, it’s a newbie.

The challenge was and is to introduce their “Salomon Run” line to a huge public who already has access to a huge amount of experienced, urban brands. Luckily, the formula has proven its effectiveness and after last year’s successes, things for 2016 will be bigger and better.

This following video is from the event in Madrid we organized in June 2015, for 200 people, on the prestigious rooftop of the cultural center “Círculo de Bellas Artes”.

What’s it About?

The main activity consists of an 8 km (more or less) long run during which we combine the city’s natural and cultural highlights, trying out Salomon’s new urban running shoes, called Sonic Pro ( For October are counting on 80 participants. The runners are divided into 3 groups of 20-30 runners with 2 or 3 guides per group and the groups are organized according to the different levels. Before the actual run, yours truly will give a short presentation about the new shoes and then it’s time to fly!

The Route

The ‘en masse’ running tour will start from Café Bonaparte’s terrace, alongside Madrid new river, in the recreational area of ‘Madrid Río’.

We’ll follow the river for about 500 meters before turning left and crossing the beautiful Segovia Bridge towards the center. After the Park of Athens, at the foot of the (Royal) Almudena Cathedral, we’ll cross Calle Segovia and climb the steep stairs that will take us in to the heart of La Latina. From there, we will follow calle Ribera de Curtidores to Plaza de Tirso de Molina. Then, after crossing Calle Atocha, we will go down to Puerta del Sol, but not without passing by Plaza de Santa Ana.

From Sol we’ll continue to Calle Arenal heading towards the Royal Palace. We arrive at Plaza del Oriente after passing by Plaza de Opera, opposite the Royal Theater. Moving right passed the Royal Palace we’ll race down the Cuesta de San Vicente towards the Manzanares River. Crossing the river we enter Casa de Campo, run around the lake and turn back. Once returned to base all runners are offered a refreshing drink.

This year we’ve organized two events so far, in May and June. Whoever is interested in trying out Salomon’s new gear while discovering Madrid, still has a shot for October.


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