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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.