A revolutionary pop-up shop opened in central Amsterdam, where people could swap drugs for sportswear. Why? Because you don’t need drugs to get high – the same feelgood substances are released in your brain when you work out. It´s the Swedish sports fashion brand Björn Borg that wants to inspire more people to work out and therefore recently launched the concept ”Chase the Exerhighs”, which focuses on the hypnotizing euphoria and joy of exercise.
“I believe anyone can agree with us that exercise is better than drugs! It’s amazing how the brain reacts to exercise and how it can equal joy and euphoria at the same time. In fact, training releases such an amount of stimulating substances in your brain that it could be illegal in some countries. ” says Jonas Lindberg Nyvang, Marketing Director at Björn Borg.
The event created a lot of curiosity during the opening hours, see the film documenting the activity. People that was visiting the store, swopping their drugs for sportswear received vacuum-packed items from a limited edition collection featuring exclusive illustrations by Patrick Saville.