Miles matter

Week 44. When marketing steps out of the screen and into the streets.

Hey!
Welcome to this Week 44 edition!

Marketing is hitting the streets again

Two brands caught my attention this week with their direct, targeted approach to reaching customers.

American Vintage chose the iconic 20km Marseille-Cassis race to unveil its new sportswear collection. Instead of relying solely on digital campaigns, the French brand went straight to where their audience was: on the ground, in the heart of the action.

Photoroom took a similar approach in London, setting up a free booth in the city streets. No fancy studio, just real people taking photos and live demos of the Photoroom app to show its capabilities instantly.

Both brands prove the same point: sometimes the best way to promote your product is to bring it directly to the people who need it!

AMV Collection Director, during the iconic Marseille-Cassis race

Step inside the free Photoroom booth in London

The trust water bottle test

I discovered the trust water bottle test, and I love its simplicity: leave your water bottle in a room with your team. If you come back and someone's refilled it, you're in the right environment.

What made this even more interesting was seeing a top athlete demonstrate it. As a manager, I'm always looking for parallels between business and sports and this one resonates perfectly. It's a simple gesture that reveals everything about team culture and mutual support.

Romain Ntamack, rugby player passes the test (French version)