A sportswear brand with a store in Paris has adopted a curious stance, to say the least: it allows customers to steal its merchandise. The only condition for this to happen is that they must overtake a professional sprinter while trying to escape with the products.
The boutique Distance put tags on your clothes with the phrase “Rob it to get it”, which means, in free translation, “steal to win”. The brand also chose French Olympian Méba Mickael Zeze to act as security. It is worth remembering that the sprinter spent less than ten seconds to run a 100-meter dash.
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Store employees explained to customers that they could keep the items for free if they managed to escape Zeze. As many customers did not recognize the athlete, they tried to overcome the so-called “security”.
In this scenario, it is worth remembering that Zeze did not sweat to catch most of the “thieves” and only used 35% of his maximum speed in his actions. Finally, the store shared the results of the
In practice, they (a man and a woman) ran across an intersection at the exact moment the pedestrian crossing light turned red. In short, Lionel Jagorel, store manager, stated that the loss of the items for the two lucky ones was worth it in the name of advertising. “We lost two items, but I think the value of the campaign is very great. We were assuming that the concept and videos would be very buzz”, reported Jagorel.
In practice, he was right: the video already had almost 24 thousand views when it was posted two weeks ago. The advertising agency behind the action was the French company BETC.
