This Sneaker Brand Let Customers Outrun A Sprinter While Stealing Its Shoes
In an interesting campaign encouraging stealing, Parisian running store Distance recently introduced a unique challenge for its customers: grab an item from the store without getting caught by elite sprinter Mickael Zeze, and it would be theirs to keep.
This audacious event, aptly named Rob It To Get It, aimed to reignite the essence of sports within the realm of sportswear—reminding everyone of the primary purpose of athletic apparel.
According to the label, over the past few years, sportswear has become a fashion craze, often overshadowing its original intent for physical activity.
To address this, the fashion company teamed up with advertising agency BETC Paris to conceive the innovative operation, which took place on September 13th in Paris, France.
On the day of the heist, Distance handpicked some of its most sought-after items and made them exclusively available to true runners. The catch? These running enthusiasts had to prove their dedication by sprinting for their coveted gear.
Individuals had to prove they were faster than the security guard for the day, Mickael Zeze, an accomplished French 100-meter runner who can sprint the full length in under 10 seconds.
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The event drew many brave runners who attempted to execute their heists, but only a handful managed to outpace Zeze. In the end, Zeze caught 74 would-be thieves, leaving just two successful escapees.
To further extend this mission and bring sports back into the spotlight, Distance has scheduled a special follow-up event for October 18, 2023.
During the day, all the items that remained unclaimed during Rob It To Get It will be placed back on the store shelves at discounted prices, making it even more accessible for sports enthusiasts to get geared up.
“Distance is a concept running store inspired by art, fashion and design. But our priority, as runners advocates, has always been to share tips and provide the best gear to athletes looking to improve their performance,” explained founder Guillaume Pontier.
“It was an honor to invite our community to test their own pace against one of the world's fastest runners. We are also glad that Zeze was fast enough to prevent the operation turning into a financial nightmare. Thank you,” he joked.
[via BETC Paris, images courtesy]
This article was crafted with assistance from an AI engine, and has been manually reviewed & edited.
