Imagine a store where you can walk in, grab the items you want, and run out without paying. Sounds like a shoplifter's dream, right? Well, one Paris store turned this fantasy into a reality, but with a twist. Distance boutique, a popular athleticwear store, decided to let customers steal its merchandise under one condition: they had to outrun a professional sprinter.
How did it work?
For one day last month, Distance boutique, known for its trendy athletic apparel, launched a unique PR stunt. They tagged their merchandise with the phrase "ROB IT TO GET IT" and hired French Olympian Méba Mickael Zeze as a security guard. Zeze, who has an impressive record of running the 100-meter dash in under 10 seconds, was tasked with catching any customers who attempted to make off with the goods.
The results of this daring experiment were captured in a YouTube video shared by Distance boutique. Out of the 74 patrons who tried to run out of the store with a pair of sneakers in hand, only two managed to escape Zeze's lightning-fast pursuit. These lucky individuals, one man and one woman, successfully ran across an intersection and got away with their free items.
This PR stunt not only generated buzz for Distance boutique but also showcased the incredible speed and agility of Méba Mickael Zeze. It was a thrilling spectacle that left customers in awe and provided a unique shopping experience that they won't soon forget.
While it may seem counterintuitive for a store to encourage theft, the purpose of this stunt was to create a memorable and engaging experience for customers. By adding an element of excitement and challenge, Distance boutique aimed to stand out in a crowded market and attract attention to its brand. The video of the event went viral, garnering millions of views and sparking conversations about the store and its products.
This PR stunt also highlighted the importance of physical fitness and athleticism, aligning with the store's focus on athleticwear. It showcased the power of sport and the incredible abilities of professional athletes like Méba Mickael Zeze.
Distance boutique's decision to let customers steal its merchandise if they could outrun a professional sprinter was a bold and unconventional move. It captured the attention of people around the world and created a buzz that will undoubtedly benefit the store in the long run. While stealing is never condoned, this unique PR stunt provided an exciting and unforgettable experience for both the customers and the viewers.
So, the next time you're in Paris and looking for some athleticwear, remember Distance boutique. Who knows, you might even get a chance to test your speed against a professional sprinter!