This Running Programs Lets You Exchange Your Miles for Food

By: Riley von Niessen - Jun 2, 2016
References: decathlon & adweek
Athletic brand 'Kalenji' collaborated with Paris-based advertising agency 'Rosapark' for a campaign titled '#EatYouRun' that makes use of a creative running program to get consumers to purchase its sneakers and increase brand awareness.

The running program works by allowing participants to exchange the miles they run for a luxury dining experience, with the shoes packaged along with a menu that outlines what they can get with specific distances in place of a price. The company invited participants to Bistrot Paul Bert in Paris to dine, where they could choose from an extravagant menu featuring veal, puffed pigeon, bonito filet and more. With this running program, the brand looks to give its consumers a more positive association with running, rewarding their work out and encouraging them to get their running shoes on more often.