Get All Access for $5/mo

A Store In Paris Is Challenging Customers to Shoplift Its Merchandise — If You Can Outrun the Security Guard Distance Athletics in Paris hired French Olympian Méba Mickael Zeze to keep an eye on the door.

By Emily Rella

An athleticwear store in Paris, France, is going viral for challenging customers to steal merchandise without any repercussions — if they can outrun an Olympian sprinter working the door.

Distance Athletics in Paris hired French Olympian Méba Mickael Zeze as a security guard in September as a part of its "ROB IT TO GET IT" campaign, where an estimated 74 customers attempted to sprint out of the store with a pair of sneakers.

Two shoplifters were successful.

"We lost two items, but I think the value of the campaign is really big," store manager Lionel Jagorel told The Washington Post.

The store released a video of the event that quickly went viral on YouTube, receiving over 29,000 views — and praise from shoppers and viewers.

"This is the greatest ad for athletic wear I've ever seen and one of the best overall," one person said. "Kudos."

Zeze is world-ranked and ran a 100-meter dash in under 10 seconds and a 200-meter dash in under 20. He's currently training for the 2024 Olympics in Paris.

"It was a long, long, long day," Zeze joked of filming the campaign for the store.

The timing of the campaign comes amid mass shoplifting and robbery incidents in stores in the U.S.

In August, two "flash mob" robberies hit malls in the Los Angeles area as coordinated attacks on luxury stores.

Emily Rella

Entrepreneur Staff

Senior News Writer

Emily Rella is a Senior News Writer at Previously, she was an editor at Verizon Media. Her coverage spans features, business, lifestyle, tech, entertainment, and lifestyle. She is a 2015 graduate of Boston College and a Ridgefield, CT native. Find her on Twitter at @EmilyKRella.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Side Hustle

'The Work Just Fills My Soul': She Turned Her Creative Side Hustle Into a 6-Figure 'Dream' Business

Kayla Valerio, owner of vivid hair salon Haus of Color, transformed her passion into a lucrative venture.


6 Cost-Effective Ways to Acquire Brand Ambassadors

Boost your brand's visibility and credibility with budget-friendly strategies for acquiring brand ambassadors.

Making a Change

Mastering Resilience: Learn to Detach Mistakes from Your Self-Worth with Darrell Vesterfelt

A moment of crisis led to his partners asking him to step away from one of the businesses that he co-founded


Remove Unwanted Files from Your Work Mac Fast with This $32 Lifetime License

MacCleanse can help you safely and securely clean up your computer.

Growing a Business

This Nurse-Turned-Entrepreneur Saw the Needs of Underserved Communities Firsthand. Now, His Company Uses AI to Help Them.

Kwamane Liddell, the innovative founder behind ThriveLink, shares his entrepreneurial journey.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.