“Steal it if you want it.” a successful PR stunt from the brand Distance, inviting customers to steal its sneakers.

A special launch took place on the streets of Paris. On September 13, the Distance boutique in the Marais organized an event that caused a sensation. The principle. Permitted robbery.Steal to get it» (“steal to get it”, editor’s note). Therefore, the label offered customers to pick a piece from the store and run. There is only one condition to succeed in the challenge: defeat the security agent present at the store, who is none other than Meba-Michael Zeze, a French Olympic athlete. The speedster played along, then donned a vigilant armband while keeping an eye out for “potential thieves.” There were 76 of them who tried to win the bet, but only two of them managed to walk away with their loot.

Performance before style

A well-designed communication strategy aimed to promote sports and developed skills. If many brands emphasize the sports style trend, Distance intends to emphasize sports practice above all. With the slogan “The best comes to fast runners”, the campaign highlights the brand experience and targets running enthusiasts. Aside from aesthetics, performance is a key element of the label. A way to celebrate the effort, a few months before the Olympics in Paris.