From Instafamous fitness stars to the countless blog posts that debate the benefits of ‘good fat’ in our diets — we’ve never been faced with more information or incentive to get fit. And brands are increasingly required to help us navigate that world and make our personal goals more attainable — it’s why health apps are growing 87% faster than other apps.

It’s also part of the thinking behind Reebok’s Stockholm-based outdoor ad, that’s put a revolutionary twist on the traditional Billboard. Equipped with speed-tracking technology, the billboard urges passers by to run past the ad faster than 17 kilometers per hour — if they manage it, they unlock a brand new pair of ZPump 2.0s.

In an effort to differentiate itself from other sportswear brands, Reebok’s recent focus has been on hardcore fitness, with sponsorship of events such as UFC and CrossFit competitions — the ZPump 2.0 billboard is yet another way for Reebok to strengthen this message, encouraging to people to engage with the brand in the physical world while they’re at it.

“For us at Reebok, it’s important to do things for real and to actually activate the target group,” says Filip Lagerbäck, PR and social manager. “We want to inspire people to run and push their limits, even when they’re not at the gym. That’s what our tagline ‘Be More Human’ is all about.” And what better way to get people training than by incentivising them to do it on the spot?

See how businesses are applying insights like this at Canvas8.com

Written by Hannah Callaghan, account executive at Canvas8