CLIENT : DISTANCE ATHLETICS
AGENCY : BETC Paris
YEAR : 2026
Nike chose Eliud Kipchoge.
Adidas chose Noah Lyles.
HOKA chose Jim Walmsley.
Distance Athletics chose no one you follow.
Instead of running icons, we looked at the ones running in the shadows.
The people paid a few bucks to boost someone else’s running apps stats.
The human ghostwriters of performance.
The Strava jockeys.
Introducing Shadow Runners.
Five Strava jockeys became the new faces of DISTANCE.
Not hired to inflate someone else’s ego, but to finally run under their own name.
We gave them what the system never did.
A real contract.
Visibility.
And a share of sales.
All this, so that they can finally run for themselves.
AGENCY : BETC Paris
YEAR : 2026
Nike chose Eliud Kipchoge.
Adidas chose Noah Lyles.
HOKA chose Jim Walmsley.
Distance Athletics chose no one you follow.
Instead of running icons, we looked at the ones running in the shadows.
The people paid a few bucks to boost someone else’s running apps stats.
The human ghostwriters of performance.
The Strava jockeys.
Introducing Shadow Runners.
Five Strava jockeys became the new faces of DISTANCE.
Not hired to inflate someone else’s ego, but to finally run under their own name.
We gave them what the system never did.
A real contract.
Visibility.
And a share of sales.
All this, so that they can finally run for themselves.
BRAND – DISTANCE
CLIENT LEADS: Guillaume Pontier, Lionel Jagorel
CLIENT LEADS: Guillaume Pontier, Lionel Jagorel
AGENCY – BETC
AGENCY PRESIDENTS: Bertille Toledano, Stéphane Xiberras
AGENCY LEADS: Mathieu Laugier, Damien Clanet, Lara Lefort
AGENCY PRESIDENTS: Bertille Toledano, Stéphane Xiberras
AGENCY LEADS: Mathieu Laugier, Damien Clanet, Lara Lefort
CHIEF CREATIVE OFFICER: Stéphane Xiberras
CREATIVE DIRECTOR: Matthieu Bouilhot
ART DIRECTOR: Charles Dessaux
COPYWRITER: Sébastien Duhaud
STRATEGIC PLANNER: Etienne Averseng
CREATIVE DIRECTOR: Matthieu Bouilhot
ART DIRECTOR: Charles Dessaux
COPYWRITER: Sébastien Duhaud
STRATEGIC PLANNER: Etienne Averseng
TRAFFIC MANAGERS: Nina Kaufman, Nathanaelle Enjalbert
PRODUCTION COMPANY – POP
DIRECTOR & PHOTOGRAPHER: Ojoz Yutaka
DIRECTOR OF PHOTOGRAPHY: Julien Artaud
VP CREATE: Hélène Daubert
PRODUCER: David Brakha
HEAD OF PRODUCTION: Noé Bessis
PRODUCTION ASSISTANT: Clara Vial
DIRECTOR & PHOTOGRAPHER: Ojoz Yutaka
DIRECTOR OF PHOTOGRAPHY: Julien Artaud
VP CREATE: Hélène Daubert
PRODUCER: David Brakha
HEAD OF PRODUCTION: Noé Bessis
PRODUCTION ASSISTANT: Clara Vial
EDITOR: Terrence Nury
ASSISTANT CONTENT MAKER: Kevin Kaddari
POST-PRODUCTION MANAGER: Maxime Louet
ASSISTANT CONTENT MAKER: Kevin Kaddari
POST-PRODUCTION MANAGER: Maxime Louet