Save 50% on your Social Media Week pass! Join leading brands and agencies in NYC this April 9–11 to learn about emerging trends, tools and strategies. Register now—savings expire Dec. 11.
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.