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"Steal it if you want to have it": the successful PR stunt of the label Distance that invites customers to steal its sneakers

2023-10-20T10:55:58.342Z

Highlights: Parisian label Distance invites customers to steal its sneakers. To succeed in the challenge, there is only one condition: outrun the security guard present in the shop, who is none other than Méba-Mickaël Zézé. The sprinter played along and then donned the guard's armband, while keeping an eye out for "potential thieves" There were 76 of them trying to win the bet, but only two of them managed to walk away with their loot.


An improbable challenge was organised in the Parisian boutique Distance on 13 September: to outrun the security guard who was none other than the athlete Méba-Mickaël Zézé.


A special kick-off took place in the streets of Paris. On September 13, the Distance boutique, located in the Marais, organized an event that caused a sensation. The principle? An authorized robbery: "Rob it to get it." The label offered customers the opportunity to choose a piece from the store and run away. To succeed in the challenge, there is only one condition: outrun the security guard present in the shop, who is none other than Méba-Mickaël Zézé, a French Olympic athlete. The sprinter played along and then donned the guard's armband, while keeping an eye out for "potential thieves". There were 76 of them trying to win the bet, but only two of them managed to walk away with their loot.

Performance before style

The well-crafted communication strategy aimed to promote the sport and the skills it develops. While many brands are highlighting the trend of athletic style, Distance intends to insist on the practice of sport above all. With the slogan "the best comes to those who run fast", the campaign focuses on the brand's expertise and targets runners. Beyond aesthetics, it is performance that is the essential element for the label. It's a way to celebrate effort, just a few months before the Olympic Games in Paris.

Source: lefigaro

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