Run, discover breathtaking views and get free gear thanks to Peak Performance

Swedish outdoor-sports brand Peak Performance has opened a series of virtual pop-up shops where everything is completely free. Its virtual ‘Magic Hour’ stores can be found at secret locations selected for their breathtaking views; like lighthouses, mountaintops and small islands around Europe, Japan and the Middle East. The catch? Opening times are strictly during the magic hours before sunrise and sunset.

While people will happily go slightly out of their way for free stuff, these pop-up stores have been designed to reward people for really exploring, and on this occasion only the most intrepid will reap the benefits. Prospective shoppers can discover the whereabouts of the shops on the brands website, which displays the shop location, distance to it and how many items are left to claim. If shoppers are at the right place at the right time, their smartphones' GPS will let them know they are in the store. At the magic hour the pop-up shop is unlocked and they can choose an item of free clothing.

We recently wrote an observation on The Internet of Places, about how designers and developers, like Recho, Traces, Krack, are crossing the physical-virtual divide by connecting digital information to real-world locations. In tandem there are a range of new fitness apps and wearables encouraging sportswomen and men to don their trainers and earn big. Peak Performance wins on both counts.