00:00Fashion steals sportswear. Gucci, Dior, Balenciaga. They steal our clothes, they steal our materials, they even steal our running shoes.
00:10But on the catwalk, we've never seen a model sweat. They just walk.
00:18This year, it was time to put sport back at the heart of sportswear.
00:23Distance, the expert brand for runners, presents the cat race.
00:27The day sport took over fashion week. Because if they want to steal our codes, we're going to steal theirs.
00:33In partnership with Strava to capture the attention of sports addicts, we held our show in the heart of Paris,
00:40right in the middle of the major fashion shows.
00:43A frantic race where the finish line is a catwalk. And the models are athletes for a unique 57-second
00:50show.
00:52Didn't see anything? Oh, that's a shame.
00:56Nah, just kidding.
00:58We turned the whole show into a slow motion campaign on our social channels.
01:03So everyone could enjoy it. And shop it.
01:07Jackets. Shorts. Accessories. Running shoes. Available on the online store.
01:15And to leave a lasting impression, we turned the cat race into a limited edition lookbook.
01:21Made from the clothes worn during the cat race.
01:35Strava and Distance Athletics. Shut down the entire street in Paris.
01:40It's a running store in Paris. They activate like crazy.
01:43Other brands should take notes because this is the way that you run one of these.
01:48Strongly positioning Distance and Strava as the ambassadors of real runners by hijacking fashion's most exclusive moment.
02:00They stole our codes, so we stole the show.
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