Reebok set up an outdoor ad on the streets of Stockholm during the first week-end of March to promote its new running shoe ZPump 2.0. Passersby who managed to run past the ad faster than 17 kilometers per hour unlocked a kiosk's window and won a new pair of ZPump 2.0 shoes. The promotional initiative was developed in partnership with ad agency Animal. The underlying message of the campaign was to inspire people to run and push their limits, even when they are not at the gym.

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