In a bold marketing move, French sportswear retailer 'Distance' teamed up with agency BETC Paris for a campaign called "Rob It To Get It."
The campaign invited customers to steal an item from the store, but with a twist: they had to outrun their security guard who is none other than elite sprinter Méba-Mickaël Zeze to keep it.
The campaign aimed to bring sportswear back to its athletic roots.
On September 13, Distance challenged customers to "rob" an item and evade capture by Zeze, who was guarding the store.
The sprinter, a member of the French track team with a 100-meter dash time under 10 seconds, symbolized the brand's core audience and the essence of sportswear.
Despite the daring challenge, only two people managed to outrun Zeze, while 74 were effortlessly caught. The event emphasized that Distance's products are designed for true running enthusiasts.
A film directed by Victor Sellier showcased the brand's commitment to athleticism.
Watch the outcome below