This Sneaker Brand Got People Running by Offering Lovely Dinners Paid for in Miles

#EatYourRun with a pair of Kalenji Elioruns

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

Most people don't like running. That's OK. We can't all be masochists, pining to destroy our knees before their time. But to incentivize would-be runners, sneaker brand Kalenji found a motivating carrot on a stick—a lush dinner, paid for in miles.

Organized by Paris agency Rosapark, the #EatYourRun campaign promoted a new collection of Eliorun shoes by sending spankin' new pairs to journalists (including me) and inviting us to hit the dirt. A few weeks later, on May 24, they organized a dinner at the 6 Paul Bert restaurant—known for its epic gastronomy—at which we could exchange our clocked miles (well, kilometers, since this is France) for ultra-fancy food.

"For most sports brands, running is all about performance," begins the case study below.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in