Live! Run XP - São José do Rio Preto

The LIVE! RUN XP São José do Rio Preto 2026 is a premium running event that blends high-performance athletics with a lifestyle-focused experience. Scheduled for Sunday, May 3, 2026, the race takes place at the scenic Represa Municipal (Lago III), the city's most iconic natural landmark. Organized by the LIVE! sportswear brand and XP Investimentos, the event is designed to foster a sense of "vibration and connection," offering a high-energy "Arena LIVE!" complete with music, wellness activations, and exclusive experiences for participants and their families.

The event provides options for all levels of runners, including a comprehensive series of distances for children. All competitive adult races depart from the Jardim Soraia sector of the reservoir.

São José do Rio Preto is a major economic and cultural hub in the northwestern region of the state of São Paulo, with a population of approximately 480,000 residents. It is consistently ranked as one of the best cities to live in Brazil due to its high Human Development Index (HDI) and advanced healthcare infrastructure. Demographically, the city has a robust middle and upper-middle-class base, with a strong emphasis on service industries and agribusiness. The median household income in Rio Preto is roughly R$ 3,600 per month, significantly outperforming many other regional centers.

The local culture is a sophisticated blend of traditional "Interior" values and modern urban living. The Represa Municipal, where the race is held, is the heart of the city's social and recreational life, attracting thousands of residents daily for exercise and bird watching (notably capybaras and diverse bird species). Residents, known as "Rio-pretenses," are deeply committed to an active lifestyle, supporting a thriving fitness and "wellness" industry. This event reflects a culture that values health as a status symbol, where high-end sportswear, financial services (represented by XP), and social networking at sporting events are central to the community's identity.

Athletes can expect a highly curated experience, beginning with kit retirement at the LIVE! store in Redentora, one of the city's most upscale neighborhoods. On race day, the Arena opens early at 5:00 AM, providing a professional warm-up session and post-race awards. The "Corrida Kids" is a highlight for families, with distances carefully calibrated for children as young as under-5s up to 13-year-olds. Participants are encouraged to use the LIVE! Experience app for real-time tracking and to access exclusive rewards and "cashback" benefits associated with the brand.