At 6:00am, a team of promoters went to Parks like Ibirapuera and Burle Marx and handed out to warming-up joggers a pair of socks made of special fabric to improve the performance of athletes.

The action generated a spontaneous media in several major newspapers and TV sport news. In total, there were 35 minutes of electronic media in prime time and several pages of printed media. If this was reverted into ads and commercials, it would total an investment of US$2million in media.