Distance, a running specialized retail brand and store based in Paris, challenged customers to successfully steal its shoes with Rob It To Get It. The invigorating campaign challenged customers to grab an item from the store without getting caught by elite sprinter Mickael Zeze, and in exchange, they'd get to keep what they nabbed.
Within the last few years, sportswear has morphed into athleisure, seamlessly blending athletic apparel with fashion for everyday wear, and this stunt aims to recenter sports and physical activity as the primary purpose.
On the day of the stunt, Distance hand-picked some of its most sought-after items and made them exclusively available to runners who might get away with the coveted products if they could keep up their speed and avoid being caught by the French 100-meter runner-turned-security-guard for the day.
Sneaker-Stealing Campaigns
Rob It To Get It by Distance Challenged Customers to Outrun a Sprinter
Trend Themes
1. Athleisure Resurgence - The blending of athletic apparel with fashion for everyday wear has given rise to a resurgence of athleisure.
2. Experiential Marketing - The Sneaker-Stealing Campaigns demonstrate the power of experiential marketing by creating an engaging and interactive experience for customers.
3. Bringing Sport Back - By centering sports and physical activity as the primary purpose, the Rob It To Get It campaign aims to bring the focus back to the essence of sports.
Industry Implications
1. Sportswear - The Sneaker-Stealing Campaigns highlight the evolving landscape of the sportswear industry, as it continues to cater to the growing demand for athleisure.
2. Retail - The retail industry can leverage the concept of experiential marketing to create unique and memorable in-store experiences for customers.
3. Events & Entertainment - Events and entertainment companies can explore the potential of organizing similar interactive campaigns that merge sports, fashion, and unique experiences.