Kimberly García: the Peruvian athlete who shines in advertising and national sports.

Kimberly García, the prominent Peruvian racewalker, has risen to levels of recognition that place her in a position comparable to that of a leading football player on the Peruvian national team in the advertising realm. This meteoric rise not only reflects her talent in sports but also the potential of athletics and other disciplines in Peru, a country that has historically focused more on football. In a recent interview, David Ruíz, Director and Co-founder of Inyogo Sports, delved into Kimberly's journey and the strategy they have implemented to elevate her image. Inyogo Sports, an agency that began its journey in 2017, was a pioneer in identifying the potential of athletes as key figures in advertising, despite the fact that at that time brands preferred to associate with singers, comedians, and influencers. Ruíz mentioned that the market research they conducted revealed that athletes represented the best values for Peruvian society and had the greatest influence on the public's purchasing intentions. From there, they decided to focus on enhancing athletes' profiles by giving them a space in advertising campaigns. Kimberly's story is a perfect example of this approach. Although she was not well-known at first, her determination and clear vision of becoming a world champion made her stand out. The first impression she left on Inyogo was her mentality; her steadfastness when discussing her goals and her willingness to sacrifice were factors that convinced the agency she had a bright future. This commitment and effort have been reflected in her achievements, including her recent world titles. Convincing brands to invest in Kimberly at the beginning was not an easy task. Despite achieving a fifth-place finish at the Toronto Pan American Games, the lack of recognition and limited support for female athletes posed a considerable challenge. However, her story of overcoming adversity and the backing of a well-defined project were crucial elements in attracting sponsors, highlighting the importance of long-term investments in talent development. The first campaign Kimberly participated in was for Kia, where she joined other athletes in the Kia Power Team, paving the way for the Lima 2019 Pan American Games. This was a turning point in her career, where she not only secured a silver medal but also increased her visibility and commercial appeal, leading to her value as an advertising figure multiplying tenfold since her beginnings with Inyogo. The evaluation of Kimberly's commercial impact is remarkable. Today, her value in the advertising world is comparable to that of the most prominent football players in her country, demonstrating a paradigm shift in how athletes are perceived and valued in Peru. Brands that partner with her are not only seeking visibility but also want to align themselves with a project that represents effort, perseverance, and success, especially in a context where the role of women in sports continues to fight for equitable space. Through its meticulous management, Inyogo has positioned Kimberly not only in the sports arena but also as a positive influence in society. The agency manages her public image, social media, and the activation of commercial agreements that benefit both the athlete and the brands. This allows Kimberly to focus on her training and preparation for competitions. With the imminent event of the Paris 2024 Olympic Games, expectations are high. Inyogo, along with sponsors, is planning various campaigns to maximize the impact of Kimberly's participation, hopeful that her success in the competition will not only represent a personal achievement but also boost recognition and investment in Peruvian sports, especially in the female domain. Kimberly García has proven to be a reference not only in sports but also in the fight for visibility and recognition of women in Peru. Each medal she wins is not only a personal triumph but a collective victory that inspires new generations. Her story is a testament to how commitment, vision, and the right support can transform an athlete into an emblematic figure capable of changing the narrative of her sport and her country. As the date of the Olympic Games approaches, Kimberly's profile continues to grow, and her success could signify a turning point for athletics in Peru. With everything she has achieved so far, there is no doubt that she is on her way to becoming a legend of national sport.