The company erected a branded black and green sign in the centre of city’s busiest street, which was complete with six clear cases that showcased the new shoe.
The sign posed the question: "Are you fast enough for the ZPump 2.0?" and invited passers-by to run past it as fast at they could in order to win a pair of the new shoes.
The creation was equipped with a speedometer that measured and displayed peoples' running speed as they passed by the sign.
A light signalled green when participants managed to reach the speed set by Reebok, at which point they could physically unlock one of the cases to obtain the brand’s latest product offering.
Those who failed to reach the target were met by a red signal, and subsequently did not receive a new pair of running shoes.
In other global news from Reebok, the brand opted to launch a new VR product at the National Hockey League's (NHL) All-Star Weekend event in the US recently.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.