THE CATRACE

FASHION STEALS SPORTSWEAR. SO WE STOLE FASHION WEEK. THE by ©DISTANCE CONTEXT For years, fashion companies have released collections inspired (stolen) from sportswear to sell more, disconnecting it from actual sport. On the catwalk, models walk slowly in clothes inspired by performance, yet far removed from effort. Distance is an expert brand dedicated to running culture, built by runners, for runners. So this year, the brand decided to confront fashion with sport itself and put sport back at the heart of sportswear. IDEA During Paris Fashion Week 2025, when global attention was focused on fashion’s biggest houses, Distance saw an opportunity. In collaboration with Strava, the world's leading sports tracking platform, we launched The CatRace: a fashion show where models would not walk, but run. An event shaped as a frantic race, in the middle of the major fashion shows, where the finish line is a catwalk and models are athletes fully dressed in our best items, for a unique 57-second show. The fashion show, which was obviously too fast to fully enjoy ‘on site, became a slow-motion campaign on our social channels so everyone could enjoy it. And of course, shop it And to leave a lasting impression, we turned The CatRace into 2 limited-edition lookbook made from the clothes worn during the show. 23% *3.5 12M IN-STORE VISITS SALES INCREASE DURING FASHION WEEK ORGANIC VIEWS The improvised runners'tunway “Anevent that crossed that took over the City of Light the line between urban running during Fashion Week: and contemporary fa HAE merous Yymsn DQ lum aNeRe a QeicsesnaucahD MUNDO] ReasonWhy.