Cannes Lions: Corin Muresan, TMA Project Manager, explains her favourite campaign

Interminable waiting times, altercations, products that are snapped up and resold at a premium… In recent years, sportswear has become a fashion phenomenon in its own right, almost making us forget its primary purpose: sport. With this in mind, Distance – a concept store specializing in running – has a single objective: to put sport back at the heart of sportswear.

This is how the Rob It To Get It operation came about. For a whole day, to promote real runners, the shop is reserving its most coveted items for customers who can run fast enough to steal them.

There was just one condition: not to be caught by the security guard, who was none other than Méba-Mickaël Zézé, one of France’s top 100m sprinters.

The star athlete of the French athletics team teamed up with the brand for this unusual operation and managed to catch no fewer than 74 ‘thieves’. A good score, although 2 customers still managed to escape…

Rob it to get is much more than an advert for a brand or a product, it’s the defense of a mindset.
With this campaign, we realize that if we want it, we can do it.

Motivation knows no bounds, but to get there you have to take on the best.

A desire to win that pushes you to go beyond your limits.