LatinaLista — Two of the most popular activities for women — dancing and running — have been combined in an unique event in Lima, Peru dubbed the 2K Evolution.
Sponsored by KOTEX, the choreographed sporting event looks like a cross between a flash mob dance and a marathon race. Believed to be the only one of its kind in the world, it is making its second ‘run’ in Lima on April 28, 2013, after debuting last year with more than 600 girls and women dancing their way through the streets of downtown Lima.
Created as a marketing campaign last year to launch the new KOTEX product Evolution, the race, say organizers, is also to empower women to express themselves through dance. But participants can’t just move to the beat of the music however they feel.
Once runners/dancers register on the Kotex web page, they must watch videos to learn the choreography for the event. Professional choreographer, Vania Masias, created the dance moves, and with her staff, teaches the participants at planned rehearsals before the event.
In a testament to the power of the American music industry, the race’s music is all from English-speaking singers such as Kesha, Britney Spears and Will.I.Am.
On the day of the run/dance, the hope is that everyone has the steps committed to memory. Yet, if the videos of last year’s event are any indication, people are having too much fun to care if they’re getting the moves right or not.