If you run fast enough past this Reebok ad, you get a free pair of sneakers

Why might a group of Swedes be sprinting down a crowded sidewalk in broad daylight? 

For free sneakers, of course.

As part of a promotion for its newest line of sneakers, the ZPump 2.0, Reebok commissioned the ad agency Animal to get people excited about the future of footwear. Their idea: Give out free pairs of sneakers if people could run past the display case faster than 17 kph, or roughly 10.5 mph.

Some were more successful than others.

"We want to inspire people to run and push their limits, even when they're not at the gym," Reebok Nordic PR and social manager Filip Lagerbäck told Adweek. 

Apparently, that includes getting sweaty in public, all in the hopes of receiving free stuff.

You can watch the entire promo below: