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.
MORE TO COME SOON
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.
MORE TO COME SOON
