Kimberly García: the Peruvian athlete who is transforming the image of women's sports.

In a sports landscape where football has traditionally dominated attention and resources in Peru, Kimberly García's career has begun to chart a new course. This athlete, a specialist in race walking, has not only stood out for her achievements on the track but has also become a renowned figure in the advertising realm thanks to a shrewd commercial strategy. David Ruíz, Director and Co-founder of Inyogo Sports, emphasizes how the demand for positive values and authentic representations has led to Kimberly's image holding a value comparable to that of the most prominent footballers on the Peruvian national team. Since its inception in 2017, Inyogo Sports has focused on strengthening Kimberly's athletic image, a challenge that wasn’t easy, especially when brands still preferred faces from music and entertainment in their campaigns. Ruíz explains that his agency conducted market studies that showed athletes were preferred to represent positive values in Peruvian society. From there, a process of visibility and support for athletes like Kimberly began, who with her determination and work ethic has managed to exceed initial expectations. The first campaign Kimberly participated in, in 2017, was an agreement with Kia, which grouped several athletes into the Kia Power Team. This team of athletes prepared for the 2019 Pan American Games in Lima, where Kimberly won a silver medal, an achievement that not only elevated her profile but also opened the door to future commercial opportunities. The mindset of competing at a pan-American level, in a country where medals have historically been scarce, has been fundamental to her growth. One of the factors contributing to Kimberly's success in the advertising realm is the meticulous management of her image and career. Inyogo Sports' strategies have allowed the athlete to focus entirely on her sports preparation while her team handles public relations and attracts sponsors that align with her values. This collaboration has proven productive, multiplying the value of sponsorship tenfold compared to the early stages of her career. The impact of Kimberly in the commercial sphere is evident. Brands that have chosen to partner with her have seen a significant return on investment, especially in the digital space, where visibility and recognition are crucial. Ruíz mentions that the media coverage generated after her first world title was valued at least at $150,000 in exposure, underscoring the interest and effectiveness of the campaigns. Moreover, Inyogo's work includes organizing events and press conferences, ensuring that Kimberly not only competes but also becomes a media protagonist. This approach has helped build her image as a reference point not only in sports but also in Peruvian culture, inspiring many women and young people to follow in her footsteps. Inyogo Sports has high expectations for the Paris 2024 Olympic Games. Ruíz points out that an Olympic medal would not only solidify Kimberly as the most important female athlete in Peru's history but would also open new commercial opportunities and increase brand recognition for her sponsors. Kimberly's ambition and her team's commitment are clear: constant support and strategic planning are key to achieving these goals. The value that Kimberly represents goes beyond numbers. Her story is a testament to the power of effort and perseverance in a sport that has historically been overshadowed by football. Her success has demonstrated that women's sports have immense potential in Peru and that brands are beginning to recognize and value this reality. With the backing of Inyogo Sports and the support of her sponsors, Kimberly García is ready to continue breaking barriers and challenging expectations. Her figure becomes a symbol of hope and motivation for many, and her story continues to evolve, leaving an indelible mark on Peruvian sports. The next major challenge in Paris will undoubtedly be a milestone not only for her but for the future of sports in the country.