In an era where sports shoes are increasingly embraced as fashion statements rather than functional athletic gear, Distance, a French sportswear brand and retailer, seeks to revolutionize this perspective. Their objective: shift the focus back to the shoe’s core purpose—running, thereby “Revolutionizing Sports Shoe Purpose.”
For this purpose, they enlisted Mickael Zeze, a French sprinter specializing in the 100 and 200 meters. On this day, Mickael transformed from a sprinter to a security guard. Store visitors in Paris were presented with a thrilling opportunity to try their hand at theft.
The big question was: could they outpace Mickael Zeze? Succeed, and the stolen items were theirs to keep. But if caught, they had to return the items. During this exciting challenge, participants put their skills to the test.
This creative approach ensured that only those who truly engaged in sports and training could steal sports shoes. The act of buying these shoes no longer served merely as a fashion statement, but as a commitment to their primary function: enhancing athletic performance.
For this daring initiative, Distance carefully selected the most coveted items from their collection, making them exclusively available to those daring enough to attempt and make off with the shoes.