Rob It to Get It
Award: Wood Pencil
Wood Pencil / Direct / Events / 2024
Award: Shortlist
Shortlist / Media / Events & Stunts
Award: Shortlist
Shortlist / Integrated / Micro Enterprise
Sportswear has become the biggest hype.
So, hypebeasts and resellers buy out exclusive items from our high-end running store leaving no stock for our more athletic customers.
As a running store first, we decided to bring sport back into sportswear, by dropping a new kind of exclusive access.
ROB IT TO GET IT.
For one day, we invited our customers to steal from our store. There was only one condition: outrun our security guard who was in fact Mickael Zeze, the fastest French sprinter. This way, only true runners could access our most wanted items.