This Sneaker Brand Got People Running by Offering Lovely Dinners Paid for in Miles

Most people don’t like running. That’s OK. We can’t all be masochists, pining to destroy our knees before their time. But to incentivize would-be runners, sneaker brand Kalenji found a motivating carrot on a stick—a lush dinner, paid for in miles.

Organized by Paris agency Rosapark, the #EatYourRun campaign promoted a new collection of Eliorun shoes by sending spankin’ new pairs to journalists (including me) and inviting us to hit the dirt. A few weeks later, on May 24, they organized a dinner at the Bistro Paul Bert—known for its epic gastronomy—at which we could exchange our clocked miles (well, kilometers, since this is France) for ultra-fancy food.

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