While TOMS Shoes “continues to strive to create shared value,” as mentioned in Jessica Sanantha’s blog post, many others are following suit, such as the Russian Olympic Committee.

Athletes aren’t the only people being subjected to “strenuous” physical activity.  Nowadays, marketing has taken up many different forms. In preparation and anticipation for the Sochi 2014 Winter Olympics, Moscow train stations are offering an alternative solution for public transit users. Instead of paying the usual 30 rubles for a ticket (equivalent to $0.96 CAD), people have the option to receive a free ticket if they complete 30 squats in two minutes.

Source: http://www.forbes.com/sites/andrewbender/2013/11/14/moscow-subway-station-lets-passengers-pay-fare-in-squats/

Many recognized Olympic athletes such as Yelena Zamolodchikova and Alexei Nemov are contributing to the hype by participating in the two-minute squatting challenges and posting pictures and videos onto social media platforms. The Russian Olympic Committee’s promotion is a prime example of creating shared value; customers are being encouraged to participate in daily exercises and are provided with free transportation, while Russia is generating world-wide attention for the upcoming games. Creating shared value in my opinion is what the world should be all about. The beauty behind the Olympic Games is how athletes and fans from all over the world are able to come together. This time however, fans will have the opportunity to compete, which will make this event even more special.

Watch the video below if you haven’t already seen it!