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After Paris imposed a new citywide speed limit, a local running store decided to demonstrate its rule-breaking approach to fitness by challenging people to outrun the law.
A speed limit of 18mph (30km/h) came into force across Paris last week, with city officials saying it would increase traffic safety and reduce noise and pollution. A survey found 59% of Parisians were in favor of the measure, while some businesses and motorists opposed it.
Distance, a boutique running store, jumped on the moment to capture attention and encourage runners to push the limits–but on foot instead of behind the wheel.
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