Swap Street Drugs for Sportswear with Björn Borg's Pop-Up Shop

Last week, a very unique pop-up shop opened in central Amsterdam where people could swap drugs for sportswear. The reason? Because you don’t need drugs to get high – the same feel-good substances are released in your brain when you work out.

Swedish sports fashion brand Björn Borg wanted to inspire more people to work out. So the brand teamed up with Nord DDB to launch 'Chase the Exerhighs', which focuses on the hypnotising 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. In fact, training releases such a large amount of stimulating substances in your brain that it could be considered illegal in some countries!" says Jonas Lindberg Nyvang, marketing director at Björn Borg.

The event sparked a lot of curiosity during its opening hours. People visited the store to swap their drugs for sportswear and received vacuum-packed items from a limited edition collection featuring exclusive illustrations by Patrick Savile.

Workout is the new high

Exercise affects the level of endocannabinoids, endorphins, dopamine, and serotonin in your brain. The release of neurotransmitters can mirror the effect of some type of drugs. For instance, 45 minutes of running might give you the same degree of pain relief as a dose of morphine.

Lennart Högman, senior lecturer at Stockholm University and researcher in cognitive neuroscience, explains: "When you are physically active, the brain changes the levels of chemical messengers used for communication between brain cells that play an important role in regulating your mood. The effects of working out are very individual and it’s up to each and everyone to find out for themselves what levels of intensity and duration that works best – in order to reach an exerhigh. Research also shows that we are more likely to achieve the feeling of euphoria if we do long, continuous and rhythmical exercises. After 30-45 minutes of running, cardio workout, or cycling you often feel good and can reach euphoria."