Challenge day is a recreational and leisure sport promotion taking place in many coutries as proposed by "Trim and Fitness Sport for All International Association" which aggregates cities of similar size for intemational competitions. This event involves only participants in final resutts instead of performances, contrarywise to traditional sport. For sport for all movement concerns this successful enterpríze has not a theoretical basis, but markenting rationales for seeking a botton line of knowledge to avoid risky business Actually this trend also indudes the need of partnershtp joining business with sport and local culture. Both interests finaly cortnect positioning (a marketing device) to the saarch of identity (a cultural need and aspiration) In this perspective the knowledge of sport for al is discussed in terms of intemational development as well as the crty imagery as the locus of sport and culural promotion.