In what must rank as one of the more cooler stunts a sneaker brand has pulled off this year to date, Reebok has rewarded fast members of the public in Stockholm with a brand new pair of shoes through an interactive outdoor ad.

Last weekend, Reebok erected an outdoor ad equipped with a built-in speed cam and tracking technology to measure pedestrians’ pace. Anyone who ran past the ad faster than 17 kilometres per hour unlocked a brand new air of ZPump 2.0 shoes.

The stunt is apart of Reebok’s new campaign “Be More Human” which kicked off in February and is about inspiring people to run and push their limits in everyday life and not just while they’re at the gym.

There have been a number of activations implemented by shoe brands such as Asics and adidas however, few have been able to use the activation in such an interactive and encompassing way.

Animal was the ad agency who devised the stunt and their creative Markus Schramm said when developing it, they wanted to not only get people involved but offer a reward to those who did.

“We really like the idea of taking a classic billboard and turning it into something disruptive and unique. This gives customers an instant experience, and as a brand, we’re able to provide something of real value.”