A Retail Brand Challenged Customers to Steal From Its Store–If They Could Outrun an Elite Sprinter

French retailer Distance encouraged theft to promote its sportswear

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Sportswear has become a fashion statement, with the global market projected to grow from $193.89 billion in 2023 to $305.67 billion by 2030, according to research firm Fortune Business Insights. But amid this growth, the sector sometimes overlooks its roots in the world of sports. 

Enter Distance, a French retail brand that collaborated with agency BETC Paris to reclaim the essence of sportswear through unexpected means. 

The campaign, titled “Rob It To Get It,” at first appears to be a marketing gamble, because it invited customers to steal from the running store.



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