Russians Get Free Subway Rides for Doing Squats Ahead of the Sochi Olympics

Moscow gets in shape

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Want a free subway ride in Moscow? Get ready to do 30 squats. And make sure you drop it low, because the specially designed ticket vending machine can tell if you're cheating.

The health-conscious stunt was created to promote the 2014 Winter Olympics in Sochi. The number isn't arbitrary, either. A metro ride costs 30 rubles, so each squat is worth one.

The vending machine piece is just one element of a larger campaign to get Russians more involved in the sporting lifestyle.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in