Paris – Following the introduction of new city-wide speed limits in Paris, boutique running store Distance is promoting urban running through a provocative campaign. For the Outlaw Runners campaign, the company challenged local runners to break the new speed limits on foot. Distance then used images captured by speed cameras for outdoor advertising and in-store posters.
In this way, the retailer is taking a creative approach to promoting running by championing the city's more welcoming streets. ‘This new law got everyone talking in Paris. We thought it was the perfect opportunity to showcase our store and our vision of running,’ says Guillaume Pontier, co-founder of Distance. ‘We believe in running that is urban, doesn’t obey old traditions and uses modern codes.’
Through Outlaw Runners, Distance is responding to growing health awareness among urbanites, while envisaging urban futures amid global crackdowns on vehicles in cities. It also sets an example to other sports brands by showing how running can be a healthier – and less law-abiding – form of transport.
With global cities likely to impose stricter ruling on vehicles in line with climate concerns, fitness brands can promote the usefulness of running and cycling as alternative modes of transport