Don't miss the latest stories
Pop-Up Shop In Amsterdam Lets You Trade In Drugs For Designer Sportswear
By Izza Sofia, 28 Sep 2018
Swedish sportswear retailer Björn Borg has teamed up with creative agency Nord DDB to encourage healthier lifestyles. The duo is promoting the natural high that you get from exercising, in place of that offered by another detrimental alternative: drugs.
The campaign, called ‘Chase the Exerhighs’, involves a pop-up store in Amsterdam where shoppers can purchase limited edition Björn Borg sportswear by paying with drugs.
Customers can trade in weed, pain killers, or any other drug for the brand’s apparels. These feature illustrations by Patrick Saville—whose art is known for evoking the feeling of being in a dreamy state.
Jonas Lindberg Nyvang, marketing director at Björn Borg, said, “I believe anyone can agree with us that exercise is better than drugs! It’s amazing how the brain reacts to exercise and how it can equal joy and euphoria at the same time. In fact, training releases such an amount of stimulating substances in your brain that it could be illegal in some countries.”
Exercising is able to boost one’s level of endorphins in your brain. It is said that if you run for 45 minutes, you will be able to get the same degree of relief as a dose of morphine.
Senior lecturer at Stockholm University Lennart Högman added, “When you are physically active, the brain changes the levels of chemical messengers used for communication between brain cells that play an important role in regulating your mood. The effects of working out are very individual and it’s up to each and everyone to find out for themselves what levels of intensity and duration that works best – in order to reach an exerhigh.”
More often than not, those who exercise will be able to reach euphoria after doing a cardio workout for about 30 to 45 minutes.
[via PR Newswire, images via Björn Borg]
More related news
Also check out these recent news